Facebook has recently launched a new advertising system known as the Atlas, which could result in Google taking the #2 position behind Facebook in the digital advertising industry. The social media giant thinks it will overtake Google because of their access to millions of user identities as well as their success in mobile advertising.
Atlas was originally owned by Microsoft before Facebook purchased the ad platform. The new platform will allow advertisers to better track the performance of ad campaigns across various mobile devices. At present, Atlas is competing against Google’s DoubleClick, which is currently the leading ad management and tracking tool. Analysts estimate that by the end of 2014, Google will own 32 percent of the digital ad market.
On the other hand, eMarketer analysts suspect that Facebook’s revenue will grow by 92 percent after implementing the new ad platform. Atlas will help Facebook show relevant ads to specific audiences based on demographics, and has a system in place that alerts when free spaces are available for new advertisers.
For more information, read this article about how Facebook has hopes to overtake Google in the world of digital advertising.