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For many advertising platforms, the rising use of mobile devices to browse the internet has been both a boon and a relief.

While the greater number of people accessing the internet on-the-go means advertisers have a better chance of connecting with potential customers close to the point of sale, but it has also created a schism where online advertising is either mobile or desktop based.

Some advertising platforms such as Google have been able to unify their platforms in many ways, but other services are still struggling to come together. Soon however, Facebook will be making big moves to bring their advertising into a cohesive platform.

The Wall Street Journal reports that Facebook is closing in on the launch of an entirely new advertising platform which will allow marketers to more effectively reach target audiences across the plethora of different devices used to surf the web today.

The new platform is rumored to be a reworked adaptation of the Atlas Advertising Suite, an ad-serving platform purchased from Microsoft last year, and will supposedly be rebranded to just ‘Atlas’.

Beyond just improving ad targeting across devices, Atlas will also supposedly be able to help marketers see which ads are being viewed and which are drawing clicks or influencing purchasing decisions.

Current reports say Atlas will work by collecting data from Facebook and other third-party applications and services that serve Facebook ads. It will also come equipped with an automated ad-bidding tool which will facilitate the ability to buy targeted advertising space.

The Wall Street Journal cites an unnamed executive who claims to know Facebook’s plans as their source. The executive is quoted as saying:

The biggest impact of this will be in mobile. People spend more time on mobile than on desktop, but marketers don’t spend there because cookies don’t work. This could finally enable us to spend more money in mobile.

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