Facebook launched its Atlas advertising service, enabling it to better track its 1.3 billion users’ web browsing activity.

Facebook claims it has rebuilt Atlas from the ground up since it acquired the software from Microsoft earlier this year.

A Facebook blog post reads: “Today, we are announcing the launch of Atlas. We’ve rebuilt Atlas from the ground up to tackle today’s marketing challenges, like reaching people across devices and bridging the gap between online impressions and offline purchases.”

Now, with Atlas, Facebook is able to track users across devices, citing limitations with cookies as the reason it has been unable to do this until now. This means that advertisers will be able to measure how often an individual, whose identity will be kept anonymous, sees their ads, no matter what device they’re using. The firm added that that it also will be able to connect online ad impressions with offline sales.

Omnicom Group, one of the world’s largest advertising companies, is the first firm to sign up for the service, whilst Instagram is also name-checked by Facebook as an Atlas partner.

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