Facebook has rebuilt the Atlas Ad platform and is launching it, promising to tackle today’s marketing challenges, like reaching people across devices and bridging the gap between online impressions and offline purchases. Facebook had acquired the Atlas Ad technology from Microsoft in 2013.

The platform offers ad campaign management and measurement tools for marketers and agencies. It does not rely solely on cookies, which don’t work on mobile, are not accurate in demographic targeting and can’t easily measure the customer purchase funnel across browsers and devices or into the offline world.

Facebook says that Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, proving the real impact that digital campaigns have in driving incremental reach and new sales.

Atlas has been rebuilt on an entirely new code base, with a user interface designed for media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement.

Facebook says that Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas. Together, Omnicom – powered by Neustar technology– and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel – who are among the first testing the new platform.

Facebook is also partnering with search, social, creative management and publishers, to bring people-based measurement to more channels and platforms with integrations.

For example, Instagram – as a publisher – is now enabled with Atlas to both measure and verify ad impressions. And for Atlas advertisers who are already running campaigns through Instagram, Instagram ads will be included in Atlas reporting.