--- description: In a challenge to online advertising leader Google title: Facebook Ad Platform Atlas to Share User Data With Companies image: https://static.time.com/v3/assets/bltea6093859af6183b/blt449f1cc98dd03573/698699d336176084b190cda6/135199854.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [World](/section/world/) ## World Update your preferences in [Account Settings](/account/preferences/) Close * [Advertising](/tag/advertising/) ## Advertising Update your preferences in [Account Settings](/account/preferences/) Close # Facebook Takes Its Ad Game to the Rest of the Web by [Maya Rhodan](/author/maya-rhodan/) ## Maya Rhodan Update your preferences in [Account Settings](/account/preferences/) Close Sep 29, 2014 11:59 AM CUT  The Facebook logo is reflected in the eyeglasses of a user in San Francisco on Dec. 7, 2011. The Facebook logo is reflected in the eyeglasses of a user in San Francisco on Dec. 7, 2011.Bloomberg/Getty Images by [Maya Rhodan](/author/maya-rhodan/) ## Maya Rhodan Update your preferences in [Account Settings](/account/preferences/) Close Sep 29, 2014 11:59 AM CUT Facebook is [set to share data](http://atlassolutions.com/2014/09/29/meet-the-new-atlas/ "undefined") on its millions of users with companies looking to sell targeted ads outside the company’s social network, [taking its ad business to the rest of the Internet](http://www.nytimes.com/2014/09/29/business/with-new-ad-platform-facebook-opens-the-gates-to-its-vault-of-consumer-data.html "undefined") in a major challenge to Google. The company on Monday will [launch a new ad platform dubbed Atlas](http://atlassolutions.com/2014/09/29/meet-the-new-atlas/ "undefined"), through which it promises to deliver “people-based marketing,” especially mobile devices. The idea is to leverage Facebook’s vast troves of data on its users to deliver targeted demographics to advertisers and provide metrics on results. Facebook is already the second-largest advertising platform on the web. “People spend more time on more devices than ever before, Erik Johnson, who is heading Atlas, wrote in a blog post Monday. “This shift in consumer behavior has had a profound impact on a consumer’s path to purchase, both online and in stores. And today’s technology for ad serving and measurement—cookies—are flawed when used alone. Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world. “People-based marketing solves these problems,” Johnson added. Atlas has already signed up with the advertising giant Omnicom Group to test automated, targeted ads, starting with campaigns for Pepsi and Intel. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3444798/facebook-google-atlas-ads/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3444798/facebook-google-atlas-ads/"},"headline":"Facebook Takes Its Ad Game to the Rest of the Web","datePublished":"2014-09-29T11:59:37.000Z","dateModified":"2026-04-13T08:03:16.158Z","description":"In a challenge to online advertising leader Google","url":"https://time.com/3444798/facebook-google-atlas-ads/","keywords":["Advertising","Tech","Social Media","facebook","Companies","Ads"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt449f1cc98dd03573/698699d336176084b190cda6/135199854.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Maya Rhodan","jobTitle":null,"url":"https://time.com/author/maya-rhodan/"}],"articleSection":"World","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt449f1cc98dd03573/698699d336176084b190cda6/135199854.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Facebook Privacy Flaw Exposes Private Photos","caption":"Facebook Privacy Flaw Exposes Private Photos","creditText":"Bloomberg/Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/world/","name":"World"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/advertising/","name":"Advertising"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3444798/facebook-google-atlas-ads/","name":"Facebook Takes Its Ad Game to the Rest of the Web"}}]}] ```