How Facebook keeps track of your offline purchases
Facebook tracks user purchases made outside the Internet. The Atlas system, as the company believes, will help redirect Google advertisers' funds to other sites, including Facebook itself.
We are bombarded with ads from all sides - in social networks, on billboards, websites, in public transport. The best advertisement is stuck in the consumer’s head, and it appears when it is looking for something. A typical case is a search for product information on Google, which is the bread of a search engine. But if Google is the last link in the chain, then social networks or other sites are often the first to introduce the advertiser’s thoughts to their users.
Therefore, in early 2013, Facebook bought the Atlas advertising network from Microsoft , and in September announced its re-launch. The system allows you to track the effectiveness of advertising and its impact on purchases both online and offline. Atlas is connected to Facebook, which allows you to "serve" (stuff advertising) users on multiple devices. Petya Ivanov, logged on to a tablet, smartphone and laptop under his Facebook name, will remain one person, while with the traditional use of cookies he would be three different people.
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Atlas compares the purchase information from advertisers with the data of people who saw the ad, and searches for matches in these two groups. After that, the advertiser receives information about the percentage ratio between users and real buyers.
We are bombarded with ads from all sides - in social networks, on billboards, websites, in public transport. The best advertisement is stuck in the consumer’s head, and it appears when it is looking for something. A typical case is a search for product information on Google, which is the bread of a search engine. But if Google is the last link in the chain, then social networks or other sites are often the first to introduce the advertiser’s thoughts to their users.
Therefore, in early 2013, Facebook bought the Atlas advertising network from Microsoft , and in September announced its re-launch. The system allows you to track the effectiveness of advertising and its impact on purchases both online and offline. Atlas is connected to Facebook, which allows you to "serve" (stuff advertising) users on multiple devices. Petya Ivanov, logged on to a tablet, smartphone and laptop under his Facebook name, will remain one person, while with the traditional use of cookies he would be three different people.
')
Atlas compares the purchase information from advertisers with the data of people who saw the ad, and searches for matches in these two groups. After that, the advertiser receives information about the percentage ratio between users and real buyers.
Source: https://habr.com/ru/post/363883/
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