Name: Facebook's newest friend: marketers
Uploaded: 2014-10-01
Duration: 2 min 54 s
Description: Facebook's newest friend: marketers

let's, we're, we, we have- Yeah. So much to talk about, and so little time, but let's talk about this gr, this announcement this week. The Atlas advertising platform. That's, for the folks in this room, that's potentially very big news. Basically Facebook is saying we're gonna take on Google DoubleClick, and we'll do it better than they'll do it, and we'll do it on mobile. Am I reading. Reading between the lines correctly? If you look at how ads are served and measured, and a lot of people here are marketers and have this issue. The systems we use to do them aren't working anymore. Because there cookie based they don't work on mobile, they don't work off line to online, and they don't really understand that people have multiple devices. They worked really well when everyone had a desktop computer and nothing else. But I venture to say everyone in this room has a mobile phone, and iPad, or some version of a tablet and a computer. Right. And so the old systems don't work and so what Atlas is and we're excited about the lunch this week is it enables ad serving and measurement so that it's real people and real results. It enables marketers. It enables marketers to be more effective and actually reach their target. We think 40 %, close to 40 % of the targeting that is just age and gender, which is the most basic targeting anyone does online, is not getting to the right people, right now. Is wrong. It's already wrong. And you, and, and this will have it right because it's taking the data from, from Facebook profiles. Yes. And I want to be clear though. Yes. We are using the Facebook data. To help improve, improve the targeting. If I see something that's oh my God I love that. If I believe it's done without telling who I am to any marketer, that's a great experience. If I believe it's done by selling my data that's a bad experience. And so we have to be very clear that it's the first not the second. And new technologies take time to understand. But we're very clear that we, Atlas, neither Atlas nor Facebook tells anyone who you are. But this is a very big deal. I mean, Goo, g, Google has, what, 30 % of the aver, online, advertising, online's the wrong word, I know [ LAUGH ] But we'll come up a new one at some point. Advertising market No, online's fine. And, and Facebook has 5 or 6 %? Can you, is, is that a battle you can win? I think as people transition from offline to online That was a yes or no kind of question. Well, well, I think, I think the answer is we can both win. Okay. Because I think people are moving online and moving digital. And you look at it right now, mobile is 25 % on average of U. S. consumer time, and it's 10 % of the budget. And as things move global, as things move from offline to online ,. I think Google will do very well, I think we can do very well. And I think, you know, companies that were putting out magazines can do very well by serving their content online and mobilly and advertising against it. We're all gonna have to adapt. Yeah. But I think there's room for this pie to grow, particularly. As it gets more relevant.