Sign up for our daily recaps of the ever-changing search marketing landscape.
Marin Software, Kenshoo Named As Facebook’s Atlas Paid Search Partners
Marketers can marry Atlas' cookie-less, cross-device measurement data with paid search campaign performance.
This morning, Facebook announced the expected relaunch of Atlas, the ad serving and measurement challenger to Google’s DoubleClick. Both Marin Software and Kenshoo have been named as Atlas’ paid search partners.
Facebook describes the partnerships working this way:
Using a Search Engine Management (SEM) tool, a marketer can create paid search campaigns at scale and optimize these campaigns with Atlas conversion and revenue data.
Further, Atlas allows a marketer to compare results across all media, and streamlines the workflow so that tracking is consistent across devices and media types. Marketers using Atlas can manage each section of a campaign in the tool of their choice knowing that all tools will remain seamlessly integrated throughout the process.
Customers of Atlas and either Kenshoo or Marin will be able to see their paid search campaigns in both platforms, and conversion data imported from Atlas is de-duped in Marin and Kenshoo.
“By partnering with Atlas, our advertisers are able to determine the true ROI of their paid search campaigns, giving them the ability to better optimize their sales funnel,” said Matt Ackley, SVP Product and CMO at Marin Software. “This is an extremely valuable integration for all our digital marketers.”
Kenshoo explained that combining Atlas’ tracking data with Kenshoo’s campaign management solutions will improve campaign efficiency. “Partnering with Atlas to provide clients access to highly accurate, deduplicated data saves them time and improves the efficiency of their campaign optimization within Kenshoo.”
In its announcement of the Atlas relaunch and its new approach, the social giant explained,
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.
Marin Software and Kenshoo advertisers that become Atlas customers will be able to manage their search campaigns in either platform.
Facebook bought Atlas from Microsoft last year for roughly $100 million. Microsoft had acquired Atlas as part of its then largest-ever acquisition of aQuantive (for $6 billion) in 2007.