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Havas Media Group announces global partnership with Facebook Atlas

MUMBAI: Havas Media Group has announced its global partnership with Facebook’s ad serving and measurement platform Atlas.

With this partnership, Havas Media will be offering the services to clients across Asia Pacific, including India in Q4. Havas Media Group will be offering Atlas to clients across Latin America (Q2), Middle East (Q3) and APAC (Q4).

Havas Media Group global MD Dominique Delport said, “This partnership, coupled with our clients’ data, will enable us to find out how people are interacting with brands and then purchasing products as they travel across devices. We have been working with the Atlas team now since June 2014 and are delighted that we have partnered with a platform that can take our analysis beyond previously limiting cookie-based offers.”

Atlas allows brands to reach people across multiple devices, and the global deal will have a heavy focus on US and Western Europe where the communications network will offer the ad server to its clients during 2015.

Atlas director Erik Johnson said, “This is a great step for Atlas and Havas Media Group, bringing the power of people-based marketing to more brands in more countries. Havas Media Group has been a supporter of our approach that helps brands reach real people across devices and publishers. The geographical focus and depth of potential client absorption makes this partnership significant for the industry.”

The connection of Atlas with Havas Media Group’s Artemis data platform will give clients the opportunity to accurately track all interactions people have with a brand up to (and beyond) the point of purchase, as they experience a variety of brand messages across media platforms including the mobile.

“It will allow us to filter, clean and manage data with unprecedented granularity. This relationship with Atlas, including our participation as a member of the Atlas Product Council, will enable us to offer best-in-class, tech-neutral solutions for our clients,” added Delport.

The partnership takes immediate effect with more Havas Media Group clients expected to work with the new platform in the coming months.