Facebook is reportedly readying a new ad strategy to challenge Google’s dominance of the display ad sector, as the social network continues to expand.
Tech news site The Information reports that Facebook is investing more resources into Atlas, the ad server Facebook bought from Microsoft for an estimated $30-$50 million in 2013.
According to the report, Facebook will launch a new set of features aimed at competing with Google’s display advertising platform DoubleClick as early as September.
One of these new features will be a “demand-side platform,” which is a system that lets advertisers make automated bids for ad inventory.
This demand-side platform would be designed to specifically compete with Google’s DoubleClick Bid Manager.
Facebook is also reportedly in talks to provide Nielsen with data from major publishers to improve ad tracking.
Facebook already brings in a lot of money from advertising, seeing a 50.5% increase in growth in their US mobile ad revenue last year while Google only enjoyed a 33.3% growth rate.
