Facebook Inc (NASDAQ:FB) is ready to take on competition. The social media giant recently launched the Atlas advertising system which ill be used to shrink Google Inc (NASDAQ:GOOGL) (NASDAQ:GOOG)’s current lead in the digital advertising sector. Facebook already thinks it has two things going for itself including the mobile advantage and a collection of user identities.

Facebook Inc Hopes To Shrink Google Inc Dominance In Digitial Ads

Facebook aims to take over advertising market

The relaunched Atlas advertising system was originally owned by Microsoft Corporation (NASDAQ:MSFT) before Facebook Inc (NASDAQ:FB) acquired it. The social giant was redesigned to help marketers and ad agencies target better ads on other websites. This program will also enable advertisers to track the performance of ad campaigns even across multiple devices.

Atlas is directly competing against DoubleClick from Google. which is actually the leading ad server management and tracking tool. eMarketer speculates in 2014, Google will have take 32% of the $120 billion global digital ad market. Facebook will take second place with 8% of the market. That lead was all built at a time when most people surfed the internet with desktop computers or laptops.

A big opportunity

Since more people are now accessing the internet on the go with tablets and smartphones, there is a new opportunity for openings. The future of the mobile ad market means Facebook has a huge lead over Google. It is estimated the social media giant will grow 92% this year to $36 billion. According to research from eMarketer, Facebook will take 20% of the market just up from 17% last year. It is also estimated Google’s share will slide from 46% to 45%.

Google Inc (NASDAQ:GOOGL) (NASDAQ:GOOG)’s representative didn’t make a comment on the matter.

Atlas will be used as an ad server that it paid by companies to show specific ads targeted towards specific demographics. The company will also work deals with website operators who then notify Atlas when spaces become available. The company will then place the ads in those spots and charge advertisers a fee.