First. This quote: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Sound familiar? :)

Atlas was Facebook’s answer to the Google’s Double Click ad exchange. Their goal was to identify real people vs. bots on web and mobile, which can drive up the costs of digital ads. Atlas proved successful in this task. The trouble with the platform, as they found out, wasn’t the technology, but that users aren’t really engaging with banners or exchanges. In reality, only two formats deliver significant value: native and video.

Makes sense when you think about it. What content do you engage with the most on your mobile device? Whatever comes up in the center well. And what content do you engage with most on your desktop? It’s typically video or some other native content. Marketers, especially in the non-profit arena, would do well to invest wisely in these forms of digital media rather than using exchange networks or other, harder to measure mediums.