Facebook (News - Alert) today announced it has rebuilt Atlas and is leveraging the technology to enable advertisers to reach people with personalized messages across devices, and use information about both online impressions and offline purchases to figure out what ads and offers are the best match for each individual. This kind of personalized targeting and use of both online and offline information is the wave of the future.
“Omnicom (News - Alert) is the first to sign an agency-wide ad serving and measurement partnership with Atlas,” Erik Johnson, head of Atlas, revealed in his blog today. “Together, Omnicom – powered by Neustar technology – and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel (News - Alert) – who are among the first testing the new platform.”
Speaking of Omnicom, CRM leader Salesforce.com in September also forged an alliance with the advertising and marketing firm to create an integrated customer journey platform they say will “help Omnicom’s agencies to create highly personalized communications that connect the dots between marketing, sales, communities and customer service, allowing its clients to create dynamic, end-to-end customer journeys.”
As for Neustar, the company is probably best known for its work as a telecom number portability administrator, but at its core Neustar is a provider of authoritative data – offering a wide array of information and analytics solutions that enable CIOs and marketing staff to leverage both internal and external data to better understand their customers, make business decisions based on more accurate and complete information, and drive new revenues and savings in the process.
“Companies are combining the data they collect from customers with data from third-party sources, like database providers and data marketplaces,” Mark Jackley of Neustar Enterprise Services blogged earlier this year. “The ultimate goal is to form a single view of their customer across all channels.”
Better understanding customers so brands know how and when to most effectively meet their needs and present them with new offers, and communicating with customers and prospects in a way that looks beyond single transactions and considers them as whole people with unique needs and aspirations, is where advertising, marketing, and customer service are all headed.