Internet marketing, as we all know, is an ever-changing field. The dynamics of the internet marketing change very quickly. Often, it becomes quite difficult for the internet marketeers to cope up with these changes in trends. On one hand, one has to cope up with the changing algorithms of the search engines, whereas, on the other hand, they also have to keep up with the latest tools and technologies. New tools regarding internet marketing keep coming, and each comes with its own pros and cons.
However, in this article, we would be discussing and comparing two of the most popular tools, especially by the leading companies for their Ad operations in London and UK. One is the Facebook’s Atlas, whereas the other one is the DoubleClick by Google.
One of the main advantages of the Facebook’s Atlas is that it relies upon the Facebook’s user data to effectively identify and target the relevant users. This is something that has changed the paradigm of the internet marketing as previously, cookies were mainly used for this purpose. However, as we all know, cookies are a news of the past, and no one relies upon them anymore. Moreover, cookies also present a number of other problems such as mixed or false information.
If one computer is used by three different people, and two of them remove their cookies, the cookies would suggest that only one person is using the computer, and would also indicate that person’s age and gender. However, with the Facebook’s real time user-data, we can now target the audience more effectively and accurately than ever.
Atlas allows the marketers a simple but effective solution to their internet marketing needs. The media console by Atlas allows the marketers to quickly add, remove, or modify content from their campaigns. This allows them to maximize their returns by making changes whenever and wherever they deem necessary.
Facebook’s Atlas has also incorporated an innovative tag system that allows the companies to track their visitors, and the data regarding their engagement in the ads. Moreover, it also provides information regarding the user’s purchasing habits, which allows the marketers and companies to re-evaluate and re-design their strategies to target the users more effectively in future. This provides a great advantage as the companies can custom tailor their campaigns to target each of their user individually.
DoubleClick is the second one in our list of marketing tools to discuss today. DoubleClick comes from the famous internet marketing giant: Google. The factual figures and statistical data show that the DoubleClick still remains to be the most used internet marketing tool by the internet marketers which makes it the dominant force in the ad tracking platforms.
According to the information based upon the websites crawled by Datanyze, DoubleClick takes the lead by staying on the #1 positions in the ad servers category, whereas the Facebook’s Atlas stands at #4. The difference in the number of sites using both tools is also quite huge.
About 2,158,895 websites used DoubleClick, whereas the number of websites using Atlas was just 145,189. Among these, 245,189 were in the Alexa’s list of top 1M which used DoubleClick, whereas those which used Atlas was just 26,068. Similarly. 34 websites in the Alexa top 100 were DoubleClick websites, whereas, only 12 in the same list used Facebook’s Atlas.
Apart from these figures, the shift of users towards DoubleClick has also returned to normal after noticing a little drop in the favor of Atlas recently. This indicates that though the DoubleClick took a momentarily hit from Atlas, it has regained its popularity.
In terms of targeting the audience, the DoubleClick allows the users to refine their target area continuously based upon the demographics. This saves a lot of money of the user by ensuring that their money doesn’t get spent in the wrong place.
The DoubleClick platform also tracks the performance of multiple campaigns simultaneously, and provides clear feedback regarding each campaign. It also displays the financial information clearly, allowing the companies to gain an edge for managing their finances more effectively.
Apart from that, DoubleClick provides multiple ways to its users to reach the target audience through mobile, video and banner advertising.
Conclusion:The benefits both of these platforms have their own advantages, as evident from the fact that teams of Ad operations experts at different companies for Ad operations services in UK comprise of both DoubleClick managers, as well as Atlas campaign managers. However, companies for Ad operations in London and UK do not rely upon the statistical data alone.
When it comes to the market share, the Doubleclick by Google definitely has the Facebook’s Atlas beat by having a significantly higher number of websites using it. Also, it allows the companies to reach more relevant audience through the performance tracking. This ability to constantly improve the campaigns, and such an active number of users gives the DoubleClick its strength. This is also what makes the DoubleClick stand at the #1 rank in the ad servers category based on all websites in the Datanyze Universe.
While the DoubleClick may have a significantly higher number of users than the Atlas, the Atlas has a higher ratio of websites in the Alexa top 100 (12/145,189), when compared to DoubleClick, who has 34/2,158,895). Also, a higher percentage of the websites with revenues greater than $1 billion use Atlas. Moreover, the people based marketing, cross device compatibility, and ability to connect both online and offline also give Facebook’s Atlas an edge.
From the start of digital marketing, marketers have been tied to using cookies to measure and target digital ads. Cookies are basically a bits of code from web browsers, known to generate approximations of how many people view a digital ad, inaccurate estimates of how many times any given individual sees an ad and not to forget the shaky measures of clicks and sales. Well, not long ago, Facebook’s Atlas have taken over the old outdated cookie system. Actually, today’s ad measurement mostly rely on cookie tracking but the technology doesn’t work well for modern marketing campaigns. Facebook acquired the “Atlas” from the Microsoft in February 2013. So far Facebook has been limited to offering ad placements that are actually on their platform but now with the launch of Atlas, any website can insert their ad that can be targeted by Facebook users’. With Atlas, Facebook is trying to bring the same targeting and measurement capabilities that have been effective on its platform, to the web and apps finally. In addition to Facebook’s existing ads offerings, Facebook introduces it as a people based targeting and measurement tool capable of measuring ad performance across most digital channels and devices.
Nowadays, every sale depends on its advertising so having an accurate solution provider for people based targeting is important to advertising industry. Facebook has the best identity data of any media channel, enabling personalized marketing at scale. A Facebook conversion pixel implemented on an advertiser’s website tracks whether people converted within 1, 7 or 28 days of viewing or clicking a Facebook ad. The ability to use precision targeting to provide a relevant ad experience that is measurable across devices makes Facebook a powerful ad channel. A key downside before the re-launch of Atlas was that all these capabilities were applicable primarily to Facebook’s own media properties. Facebook has high hopes for the new offering, claiming it will change the way marketers’ measure and ultimately target their ad campaigns. Facebook’s big pitch around Atlas is the concept of “people-based marketing,” or the ability for marketers to use it to measure which ads have been displayed to specific users. To date, marketers have tried to understand which users have seen their ads by dropping small pieces of code on their computers called “cookies.” The problem with cookies is they’re often inaccurate and unreliable, and they give an incomplete picture of the ads consumers are actually exposed to as they move around the Web. Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales. Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective. The company has been working hard to improve Atlas since last year and has included offline sales tracking and cross-device targeting to its list of features. The social giant says cookies “are flawed” because they do not work for mobile devices and are not accurate enough when it comes to demographic targeting or measuring the purchase funnel on various devices and browsers.
Basically, you can’t improve what you can’t measure. One of the real advantages of digital marketing is the fact that you get the power to measure everything and this is the reason why digital trafficking is so popular. In the end, it doesn’t matter how poor your conversion ratios are, more traffic will always result in more leads and ultimately more customers. If you’re involved in an inbound marketing campaign to get new customers, you should expect to see at least 50% more visitors coming from search engines. Referral traffic may not be behind the majority of your traffic but it most definitely influences the traffic coming from search engines so shouldn’t be dismissed. Referral traffic is also a great indicator of how much your website is being shared, linked to and talked about on the web. If you have a digital marketing business, there is one company who has expertise in this field, it is “Beyond Everything” which is located in UK and provides ad operations in London and UK. Beyond Everything Ad-operations team sits in the middle of the industry, dealing daily with media owners, agencies, direct clients, creative agencies & technology partners. Beyond everything are an Atlas experts with outsource adoperations services along with ad operations in London and ad operations in UK.