Facebook will reveal the Atlas platform at Advertising Week conference in New York.
Facebook is planning to introduce a new advertising platform named Atlas, which has been designed to help marketers improve targeting and measurement of advertising across the web.
Facebook bought Atlas Advertiser Suite business from Microsoft in 2013, and the new platform is expected to be a revamped version of Atlas Advertiser Suite, reported Wall Street Journal.
The new ad platform is expected to help marketers understand which ads were seen, interacted or acted upon by users on Facebook’s services as well as on its third-party websites and apps.
Atlas is also expected to provide an automated ad-buying tool which will help marketers buy ads that target Facebook users as they move around the web.
The traditional method of tracking online advertising is through cookies, but according to some advertising executives the ad-targeting using cookies are often inaccurate.
Facebook is hoping to bridge the gap with Atlas by linking users’ ad interactions to their Facebook accounts to provide accurate information.
The new method is expected help advertisers track users across desktop and mobile devices anonymously.
Google’s targeting method involves usage of cookies but reports suggest that the search giant is also working on a technology to replace the cookie.