Facebook’s Atlas: Relevant Ads with a Focus on Privacy

How exactly does Facebook’s Atlas ad platform work on the consumer side, and what steps has Facebook taken to ensure users’ privacy?

How exactly does Facebook’s Atlas ad platform work on the consumer side, and what steps has Facebook taken to ensure users’ privacy?

Product marketing manager Sarah Rotman Epps addressed those topics in a post on the Atlas blog.

She wrote:

Imagine you’re on your phone, scrolling through a favorite application, when serendipity strikes. You see an ad for a compact, waterproof blanket you didn’t even know existed. What makes this so lucky? You’ve been planning a camping trip recently, and until now, you haven’t been able to find the right blanket. When you get back to your laptop, you order one.

It turns out to be a great decision. When you go on your trip, your pack is lighter and your cool nights are warmer. And you’re not the only one to benefit. With your purchase, the advertiser grows its business and has confidence its campaign is working. The publisher makes money as well by showing the right ad to the right audience.

Delivering relevant ads that create value for both consumers and businesses is the value and the vision we’re creating with Atlas. With relevance comes a responsibility to put people first. It means being transparent about what information we use to show ads and protecting the information that people entrust to us. This means building people-first privacy into the DNA of every product and feature we release.

This starts with training: Every employee is trained in our privacy obligations. It continues with product design: We include cross-functional privacy review as part of the product-development process. We have senior leaders across the company whose sole focus is privacy. And when we partner with other companies to offer services to Atlas customers, we carefully choose partners that make a similar commitment to protecting people’s information. Partners can activate their own data using Atlas, but they can’t take Facebook data out of the system.

Readers: What did you think of her blog post?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: May 25, 2015 https://dev.adweek.com/digital/atlas-privacy-sarah-rotman-epps/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT