Atlas Lets Advertisers Track you Online and Offline



Atlas by Facebook logoThere is an old saying that goes something like “You aren’t paranoid if they really are out to get you.” Many people have expressed concern about the amount of information that Facebook has and whom they might share it with. Now that Facebook has launched Atlas, it is clear that your information really is being given to corporations.

Facebook just announced that they have launched Atlas. They wrote: “We’ve rebuilt Atlas from the ground up to tackle today’s marketing challenges, like reaching real people across devices and bridging the gap between online impressions and offline purchases”.

Facebook then points people toward the Atlas blog The blog post discusses something called “people-based marketing”, which is described as “helping marketers reach real people across devices, platforms, and publishers”.

In short, Atlas is going to enable advertisers to track people across the internet from one device to the next and across platforms. A unique feature of Atlas is its ability to track not only what ads a person sees online, but also to bridge the gap between online and offline Atlas is going to connect offline purchases – that’s right, purchase not made via the internet – with the ads that a person viewed.

The purpose, of course, is to help companies to find out how well their ads are doing. It’s all about helping big companies make more money. There isn’t anything about Atlas that benefits real people. Instead, it invades the privacy of people who happen to use Facebook by letting companies track not only what ads the person saw online but also the things that person later went out into the real world to purchase.

In addition to Facebook, the Atlas blog says that Instagram is also a “publisher”. That means it is “now enabled to measure and verify ad impressions”. Atlas is looking for more companies to become partners with them right now. You can find a list of the current companies that have partnered with Atlas on their blog.