Facebook has “rebuilt ad platform, called Atlas, that will allow marketers to tap its detailed knowledge of its users to direct ads to those people on thousands of other websites and mobile apps.” positioning themselves to directly compete with Google which also allows advertisers to target users based on behavior. (NYT)
The NYTimes explained that Facebook can target users based on granular data such as women, ages 25-35, who like the TV show “Breaking Bad”.
The new platform, if successful, will drive FB’s revenue. The digital advertising space is growing and facebook is exploiting the opportunity.