Facebook’s Atlas Solutions Partners with Cross-Screen Ad Platform Innovid

Written on
Mar 5, 2014 
Richard L. Tso  |

ADOTAS — Tablets, smartphones, laptops are all competing for people’s attention these days, and the industry is embracing video as the ad format of choice across screens. Today, Facebook’s Atlas Solutions announced has enlisted the help of video ad company Innovid to provide agencies with the tools and insights to deliver engaging and interactive video ads across all screens.

“A benefit to clients using Innovid’s platform is increased data flow to the Atlas System,” said Tal Chalozin (pictured), CTO and co-founder of Innovid. “Users will yield smart measurements and be able to connect video data to all other digital marketing channels. There are three major benefits. First, the two systems will act as one from a client’s standpoint. Second, all data housed in one place making it seamless to reference all metrics. Third, we are able to offer advanced marketing solutions (responsive and interactive cross-screen video) without paying the price of being disconnected from the general marketing view.”

The integration of Innovid’s holistic advertising platform will transform static video advertisements to engaging and exciting content experiences for viewers. With what the press release refers to as a “seamless product integration,” Atlas clients will be able to easily deliver and measure interactive, dynamic, and standard pre-roll experiences into all screens for their marketing campaigns. Innovid’s insights, will allow Atlas to provide clients with industry standard video metrics such as awareness, engagement, and time spent, streamlining the agency’s operations and making the platforms act as one.

“Agencies today are struggling to find the true ROI of a marketing action across their different channels, while also lowering costs,” said Erik Johnson (pictured), head of Atlas. “Adding Innovid’s advanced video platform to Atlas’ server will address this challenge head on by providing agencies with meaningful analytics across all platforms in advanced formats – all on one centralized platform.”

Last year, Facebook acquired Microsoft’s Atlas Solutions for an estimated $100 million, although the exact terms were never disclosed. To give you an idea about the history surrounding Atlas, Microsoft purchased Atlas back in 2007 as part of its acquisition of aQuantive for $6 billion, then sold the company to Facebook in order to help the social network take on ad behemoth Google. Atlas offers a suite of marketing tools to serve, track and measure digital campaigns across multiple channels.

“The future of advertising is first and foremost data-driven,” added Chalozin. “How do we get the right message to the right people with an accurate feedback loop? Secondly, advertisers are becoming gifted storytellers as they become better engrained with the content consumption whether it be native, seamless, insightful, or a combination of the three.”

Innovid targets media buying agencies that are investing heavily in television, video and web media integration.

Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

Reader Comments.

Does any publisher really sell through Atlas?
It’s a dinosaur!
This deal is almost comical …

Posted by John | 7:48 pm on March 5, 2014.

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