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Last year Facebook announced it would stop running Atlas, purchased by the company just 3 years prior, as an ad server. This decision signaled a move away from trying to build a product to directly compete with Google DoubleClick. Instead, they’d hone in on the strongest piece of their Atlas offering: their audience data. Fast forward to 2017, when, Facebook entered the header bidding game, opening up their Audience Network data to select partners. Notably, Amazon, who is looking to make digital advertising a “meaningful part of the business”in 2017, is included on Facebook’s list of approved partners. Both companies are setting their sights on the reigning king of advertising: Google. So who will win? Here’s a look at what’s going on with the three heavy-weights.
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