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Atlas view tags can now be used to measure Facebook ads targeted to custom audiences, partner categories and lookalike audiences, the social network informed its largest advertisers this week. Those targeting types are relatively new to Facebook and weren’t previously supported in the Atlas platform, which advertisers and agencies use to plan, manage, track and optimize their digital marketing. Facebook recently bought Atlas from Microsoft. Now, the tool will enable advertisers to track Facebook’s new ad types the same as any other. This gives advertisers better view-through measurement on their campaigns that take advantage of the social network’s latest capabilities. Custom audiences allows advertisers to retarget consumers by email addresses, phone numbers or user IDs they already have from previous marketing or sales interactions. “Lookalike audiences” helps advertisers target users similar to those in their custom audience databases, using algorithms to identify audience segments with the same customer profiles. Partner categories are audience segments created by third-party data providers that U.S. advertisers can use for targeting via Power Editor or the API. These categories are informed with transactional data, survey information and other online or offline behaviors. Collectively, these represent tremendous new opportunities for advertisers to target Facebook users by first-party or third-party data. The social network agreed to acquire Atlas from Microsoft in February. The deal closed at the end of April, and the Atlas team in Seattle is now officially part of Facebook. The company says it bought Atlas to improve measurement capabilities for advertising both on Facebook and across other digital platforms. Atlas says it is working to update its user interface to be more intuitive and effective, as well as create “unique differentiators under Facebook.”

Retargeting platform AdRoll announced today that it has added the option for advertisers to run self-serve Facebook Exchange retargeting ads in the News Feed. Facebook made this inventory available to Qualified DSPs, including AdRoll, earlier this month. Previously, AdRoll and other companies could only run FBX ads in the right hand sidebar of Facebook.com, but now they can bid on desktop News Feed placement. AdRoll says early tests show clickthrough rates in the single-digit percentages for News Feed, as opposed to fractions of percent in the sidebar. Unlike other retargeting ads, retargeted News Feed ads incorporate Facebook’s share, comment, and like functionalities, which leads to additional engagement and viral potential. An example of a News Feed FBX ad is below. AdRoll is actually running FBX ads retargeting visitors to its own site. iNvolved Media Facebook Preferred Marketing Developer iNvolved Media this week announced a new interactive video unit to run across social, mobile and web content.  The Video StoryEngine, as it’s called, allows companies to to add a video layer to their premium media placements, including in the Facebook News Feed. Speed Stick used the technology for its Super Bowl spot, running an interactive, gamified version across more than 500 sports sites and within the Facebook News Feed that day. Hundreds of thousands of people engaged with Video StoryEngine’s trivia game. Other tests show Video StoryEngine leads to increases in recall, response, sharing, Likes and comments compared to videos that are not delivered through the new platform. Video StoryEngine is available with CPCV or CPE pricing, with clients paying only when viewers watch thirty seconds or engage with the brand’s interactive video. Moontoast/SHIFT Mobile rich media ad provider Moontoast today announced a strategic partnership with SHIFT, a collaboration platform for marketers and agencies. Moontoast will integrate with SHIFT’s Open Marketing Cloud, a suite of applications from partners covering media buying, community management, social promotions, analytics and more. The integration will give advertisers a way create, post and amplify social rich media ad units in the Facebook News Feed from within the SHIFT platform. Both companies are Facebook Preferred Marketing Developers that have forged partnerships with a number of PMDs and other advertising platforms.

While 8 National Hockey League teams remain in the hunt for the Stanley Cup, the clubs are also battling it out on Facebook. Fans all over the world flock to the teams’ Facebook pages for scoring updates, photos, as well as other updates throughout the playoffs. Using PageData statistics, let’s take a look at who has been winning the matchups in the second round of the playoffs both on the ice and on the social network. continued… New Career Opportunities Daily: The best jobs in media.

Revitalized action series, “24,” tops this week’s list of top gaining tv show pages in the People Talking About This metric. Also among the top ten this week is reality series of former child actors, “Tia & Tamera” and upcoming “The Avengers” spin-off series, “Agents of the S.H.I.E.L.D.” Of the top 10 pages, the top three are shows have yet to begin their season, while six have just aired their season finales last week. This list of top gaining TV Show pages is compiled with PageData, which tracks page growth and engagement across Facebook. # Name People Talking About   Weekly Growth 1    24 483,952 +474,978 2    Tia & Tamera 394,900 +258,790 3    Agents of S.H.I.E.L.D. 261,039 +238,063 4    Grey’s Anatomy 1,083,155 +219,380 5    The Simpsons 532,328 +167,244 6    How I Met Your Mother 326,211 +155,120 7    Arrested Development 319,974 +125,860 8    Survivor 197,924 +110,691 11    Bones 134,922 +76,216 12    Family Guy 350,255 +75,586 For “24,” the page’s increased engagement has spurred from a single post announcing the renewal of the series. With over 100k shares, the page has been able to experience growth virally. Page activity and PTAT will probably not be sustained until production begins, unless the page has a content strategy plan in place to produce more regular updates in the meantime. Riding on the coattails of the release of “Iron Man 3″, “Agents of the S.H.I.E.L.D.” has been marketing heavily through Facebook advertising. The page’s managers have been purchasing ads to increase total page Likes to help reach more people. In the graph below, it can be seen that page’s Like growth rose significantly after May 10, but leveled out around May 19. Viacom has recently found through a study that Facebook users that like a TV Show page are 75 percent more likely to watch those shows. By acquiring Likes now, the show looks primed to earn high ratings early. Visit PageData to see more about the top talked about TV Show pages as well as other categories. Now only $19.95 a month.

Facebook has a new “schedule gift” feature for its Gifts product, which allows users to buy something for a friend, but notify them at a later date. Previously, recipients would receive a notification immediately after the gift was purchased. Now, when users get to the review page after selecting a gift and writing a card, there is a section where they can choose when to notify the recipient. The default is to notify the friend now, but users can also pick a day up to two weeks in advance. This option gives Facebook Gifts an additional convenience now that users can buy a birthday gift or something for another special occasion ahead of time, rather than having to complete the purchase the day of. The social network used to offer scheduled gifts from its virtual Gift Shop in 2009, but it hadn’t brought the feature to its new Gifts product until now. The old Gift Shop was primarily a way to share virtual stickers on a friend’s Wall, until it was shut down in July 2010. The new Facebook Gifts, launched in September 2012, focuses on physical gifts, like food, wine, home goods and tchotchkes, as well as digital goods like gift cards and subscriptions to streaming services. There is not a way to schedule the delivery of a gift for a particular day because Facebook Gifts asks the recipient for their address when they are first notified about the gift.

Working out is becoming a more social experience, with Facebook friends offering support on a tough hill or the homestretch. Endomondo knows this, as the application recently deepened its Facebook integration to include the ability to tag friends, as well as to post photos and status updates once the workout is done. continued… New Career Opportunities Daily: The best jobs in media.

In March, Facebook released a guide for causes and nonprofits, advising them on how to reach Facebook users with their pages. The social network announced Wednesday that the guide is now available in four additional languages. continued… New Career Opportunities Daily: The best jobs in media.

AdRoll, a Facebook Exchange partner, announced Wednesday that it has rolled out ad retargeting in the News Feed. The company launched this capability earlier this month in beta, and opened it up to all AdRoll customers Wednesday. This way, advertisements can be tailored to target users’ activity off of Facebook. continued… New Career Opportunities Daily: The best jobs in media.

Facebook delivers much higher conversion rates than Pinterest or Twitter in terms of social commerce sales, but the average order value is highest for Pinterest users, followed by those referred by Facebook and Twitter, according to a new report by customer experience engine Monetate. continued… New Career Opportunities Daily: The best jobs in media.

Facebook added the ability for users to schedule Gifts up to two weeks in advance, enabling them to choose Gifts, fill out the cards, and pay in advance. continued… New Career Opportunities Daily: The best jobs in media.