The second coming of Facebook’s Atlas ad server was probably the biggest ad-tech development of 2014. Marketers could for the first time upload their first-party data for accurate measurement, de-duplication, and targeting across devices. Other platforms will follow (read: Google), but Facebook broke the tape.
The “people-based” marketing opportunity will not fully materialize, however, until companies – many of which are just starting to get comfortable with letting the marketing team touch customer records – are sure that data will not be mishandled.
Facebook is working hard to calm those fears. In a recent conversation with AdExchanger, Chief Security Officer Joe Sullivan and Chief Information Officer Tim Campos talk about how Facebook is working to win over skeptics.
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