As ubiquitous as it is Google, the powerful search company faces ever competition from different directions which impede its attempt to diversify beyond search. In a blog response to Rupert Murdock of Fox, Google listed some its competitors:

“Within search Google faces a lot of competition: including
Amazon for product search; Kayak and Expedia for flights; and Yelp and TripAdvisor for local information.”

Atlas Advertiser SuiteHowever successful or not these rivals might be, financially Google should be threatened the most by Facebook’s launch of a direct competitor to Google’s advertising subsidiary DoubleClick. Atlas, Facebook’s ad serving platform which it bought from Microsoft in 2013, will enable advertisers to target Facebook users across other websites and mobile apps.

Facebook’s people-based marketing platform Atlas to challenge Google

With its troves of demographic information, Facebook is a real threat to Google’s dominance, and a welcome new opportunity for advertisers. What makes Facebook’s Atlas platform so potentially impactful is that is the massive data it has on its users. Of course, what is powerful for businesses, can be creepy for users.

How to opt-out from the Facebook ads

If you don’t want Facebook to sell your personal information and browsing history to third-party companies, Business Insider has specific prescription:

“…visit the Digital Advertising Alliance opt-out, and in the middle of the page, click on “Companies customizing ads for your browser.” Select the boxes next to the names of companies you no longer wish to receive ads from, and then scroll down and click to submit your choices.

Mobile users will need to additionally opt out of advertising through special control settings embedded in iOS and Android. On iOS, visit the “Settings” app and open up the “Privacy” tab, click on “Advertising” and enable “Limit Ad Tracking.” On Android, Facebook may add this setting as a user preference within the “Application Manager” found in “Settings,” but you can also set up and manage a Virtual Private Network (VPN) on the device that should automatically disallow any browser tracking.”

One thought on “Facebook’s people-based marketing platform Atlas to challenge Google ad dominance

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