Facebook Inc (NASDAQ:FB) has announced that it will be launching a new version of its ad platform, Atlas. The advertising suite has received a thorough overhaul and will come with a fantastic new user interface.

The refurbished ad platform also boasts of a new and improved ability to track user activity across multiple devices. It will provide marketers using digital ads accurate data to measure the performance of their advertisements.

Facebook Inc considers cookies obsolete

Atlas is expected to be Facebook Inc (NASDAQ:FB)’s game plan to tackle Google Inc (NASDAQ:GOOGL)’s monopoly in digital advertising. Though the social networking giant has not divulged any information related to the inner workings of Atlas, it is safe to assume that it will not be using cookies to track user activities.

Cookies have become increasingly ineffective with the advent of mobile devices and demographic ad targeting. Also, cookies cannot track offline sales, an idea which Facebook has being toying with for a while through its massive social media presence.

Atlas tells advertisers if their investment has paid off or not

Facebook Inc (NASDAQ:FB) called its innovative approach as a people based marketing strategy and has stated that the new technology employed by Atlas will assist advertisers with information such as which device was used to view an advertisement and which device was used to buy it. It is also expected to link user activity on ads to the other websites and apps that the user accesses through his or her Facebook account.

Facebook Inc (NASDAQ:FB) acquired the advertising suite from Microsoft Corporation (NASDAQ:MSFT) last year to complete its advertising business and enable its advertisers to figure out if their spending on the website was actually leading to any benefit. PepsiCo, Inc. (NYSE:PEP) and Intel Corporation (NASDAQ:INTC) will be the first clients to make use of the new Atlas advertising platform.