What we use in Atlas should be independent and as close as the third party as you can get. Our agreement also says that any data that sits in Atlas cannot flow back to Facebook. The data that Facebook has on its 1.3 billion users is data that we can use in Atlas, but any data that we collect or use does not flow back in the other direction.
“People-based CPMs are generally better—in some cases higher, others lower, but always reflective of the true value—for a whole host of obvious reasons.” eMarketer: What are some of the biggest things you have learned so far in the rollout?
Jakubowski: The No. 1 thing that surprised me was that when you shift to people-based marketing, you see that there are people that you have served ads to who have bought something, either in your store or on your website, that you weren’t giving yourself credit for.
The reason we don’t report it like that today is that the existing infrastructure that we’ve been built on has been focused around cookies, and it doesn’t really account for mobile at all. The people-based measurement solution solves that.
eMarketer: How do the CPMs for people-based marketing compare with other CPMs?
Jakubowski: People-based CPMs are generally better—in some cases higher, others lower, but always reflective of the true value—for a whole host of obvious reasons. They perform better; the reach and frequency can be managed better. The cookie-based solutions don’t have that same confidence because of the inherent errors that everybody has come to live with. There is a little bit of guesswork in there.
eMarketer: With regard to the ad measurement function of Atlas, what are its attribution measurement capabilities?
Johnson: We have two attribution levels. The first is last click—everyone has a last-click model. The second is a multitouch attribution model, which is an even-credit model that allows advertisers to get a better sense of how all their ads are actually performing.
It takes into account any place an ad is served. So we could be looking at cross-device or cross-publisher interactions. Any instance of a served ad can be tied back to a person in our even-credit model.
“When you start to put the pieces together, you see the shape of the next trend, which is personalization.”
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