<p><a href="https://www.businessinsider.com/master-your-money"></a></p><p><div type="image" title="Master your Money Live Digital Bootcamp 1 " height="1234" width="2469" msid="76883016" hostid="261"></div></p><ul class="summary-list"><li>Financial planner Anna N'Jie-Konte and Vice President of Fidelity Investment's Young Investors for Personal Investing Kelly Lannan sat down with Business Insider's Tanza Loudenback to discuss managing money in uncertain times during the <keyword id="9089434" type="UNKNOWN" weightage="100" keywordseo="master-your-money">Master your Money</keyword> Live Digital Bootcamp.</li><li>The <a href="https://www.businessinsider.com/meet-your-master-your-money-live-digital-bootcamp-panelists-2020-6" target="_blank" rel="noopener">two experts</a> had three main suggestions: Make a financial <keyword id="6354308" type="UNKNOWN" weightage="60" keywordseo="plan">plan</keyword> if you don't have one, adjust the one you have if you need to, and invest consistently to weather the storm. </li><li>Watch the video of the event below.</li></ul><p>Personal finance correspondent Tanza Loudenback sat down with two financial professionals to talk about <keyword id="25456" type="ORGANIZATION" weightage="60" keywordseo="financial-planning">financial planning</keyword>, investing, and managing money during the first Master your Money Live Digital Bootcamp. </p><p>Financial planner Anna N'Jie-Konte of <a href="https://www.daretodreamplanning.com/" target="_blank" rel="noopener">Dare to Dream Financial Planning</a> and Vice President of Fidelity Investment's Young Investors for Personal Investing Kelly Lannan have three pieces of advice for anyone wanting to work on their overall financial picture right now. </p><h2>1. If you don't have a financial plan, now is the time to make one</h2><p>Both experts agree that <a href="https://www.businessinsider.com/bi-money-council-advice-how-create-financial-plan-reach-goals-2020-6" target="_blank" rel="noopener">having a financial plan</a> is the key to weathering a recession and continuing to work towards your goals consistently. </p><p>In its most basic form, a <a href="https://www.businessinsider.com/personal-finance/what-is-a-financial-plan-roadmap-to-your-financial-goals" target="_blank" rel="noopener">financial plan</a> consists of taking stock of your situation. "Know where everything is and know who you owe, what you owe, and what you own," N'Jie-Konte said. Then, focus on looking forward. "Having a concrete set of goals and an action plan to get there is what's really important," she said. "I think a lot of times we can kind of coast along with our finances ... without acting with intentionality, we can shortchange ourselves."</p><p>N'Jie-Konte says <a href="https://www.businessinsider.com/personal-finance/best-budgeting-apps" target="_blank" rel="noopener">budgeting apps</a> can be a great place to start working on a financial plan if you're looking to make one yourself. "I am a big fan of tracking apps because I think they do two things. One, they force you to know where all of your accounts are, where your debts are. Then, it can do account aggregation and pull those transactions for you so that you have a good idea of where your money's going as well."</p><h2>2. There's no right or wrong time to invest if you're looking to build long-term wealth</h2><p><a href="https://www.businessinsider.com/personal-finance/financial-planner-advice-new-investors-market-drop-2020-7" target="_blank" rel="noopener">Investing right now</a> should be about working towards your long-term financial goals rather than trying to find deals in the market. Lannan said that one of the best ways to do it right now is by creating <a href="https://www.businessinsider.com/personal-finance/how-automated-savings-investing-works-2018-12" target="_blank" rel="noopener">automatic, recurring deposits to an investment account</a>. </p><p>"Automatic investments are a really powerful way to both get started as well as continue," Lannan said. In some ways, this investing strategy can take the pressure off. "You have more time to take advantage of compounding, and you also don't necessarily run the risk of trying to <a href="https://www.businessinsider.com/personal-finance/best-time-to-invest-stock-market-timing-expert-advice-2020-5" target="_blank" rel="noopener">time the market</a>."</p><p>Timing the market is "something that we can never do," Lannan said. "We have some of the smartest people in the world working at Fidelity, and they can't do that. You never want to try to time the market because not only can you miss out on some opportunities for compounding growth, but you could also open to yourself up to risk," she said. </p><p>Automatic investing is an easy way to implement a strategy called <a href="https://www.businessinsider.com/personal-finance/what-is-dollar-cost-averaging-a-way-to-build-wealth-over-time#:~:text=dollar%2Dcost%20averaging%3F-,Dollar%2Dcost%20averaging%20is%20the%20process%20of%20investing%20the%20same,to%20any%20other%20investment%20schedule." target="_blank" rel="noopener">dollar-cost averaging</a>, where money is put in consistently over time instead of invested irregularly in lump sums. With this strategy, money can grow more consistently through the market's ups and downs. </p><h2>3. You can — and should — adjust your financial plan</h2><p>As the coronavirus pandemic and its economic impacts continue, your financial plan and goals might change. Lannan said that keeping yourself open to changing your strategy is critical. </p><p>"If you have an unexpected expense or you spend more than you intended to, we don't want that to derail you from your budget," Lannan said.  </p><p>If you do face a big change to your financial situation, don't scrap your financial plan altogether. Instead, N'Jie-Konte recommends adjusting it. "Look at whatever your goals and your priorities are. Some of those might have shifted, like travel, and that's something you can cut."</p><p>"These times give people the opportunity with a plan to reevaluate it," Lannan said. "Because creating a plan is not just like a one-and-done thing." </p> <iframe src="https://cdn.jwplayer.com/players/PuAFbKEz-XildMFVD.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Master your Money Live Digital Bootcamp - Planning for the Future in Uncertain Times" style="position:absolute;"></iframe> <ul class="read-more-links"><li>Read more from Master Your Money:</li><li><a href="https://www.businessinsider.com/how-couple-built-emergency-fund-2020-6" target="_blank" rel="noopener">A New Jersey couple who saved over $50,000 in case of emergencies says automatic transfers are the key</a></li><li><a href="https://www.businessinsider.com/how-to-make-a-plan-for-your-goals-2020-6" target="_blank" rel="noopener">How to make a plan for your goals, no matter how big or small</a></li><li><a href="https://www.businessinsider.com/bi-money-council-advice-how-create-financial-plan-reach-goals-2020-6" target="_blank" rel="noopener">11 tips from Business Insider's Money Council for creating a financial plan to reach your goals</a></li><li><a href="https://www.businessinsider.com/millennials-great-recession-student-debt-affordability-crisis-2020-1" target="_blank" rel="noopener">How the American millennial is overcoming debt, the dollar, and the economy they were handed</a></li></ul>

The 3 smartest steps to take with your money right now, according to experts

<p><a href="https://www.businessinsider.com/master-your-money"></a></p><div type="image" title="master your money live digital bootcamp" height="818" width="1858" msid="79373081" hostid="261"></div><ul class="summary-list"><li>Preston D. Cherry, CFP and founder of Concurrent <keyword id="25456" type="ORGANIZATION" weightage="60" keywordseo="financial-planning">Financial Planning</keyword>, and Kelly Lannan, vice president of Fidelity Investment's Young Investors for Personal Investing, sat down with Business Insider's Tanza Loudenback for the <keyword id="9089434" type="UNKNOWN" weightage="100" keywordseo="master-your-money">Master your Money</keyword> Live Digital Bootcamp.</li><li>They discussed aligning your <keyword id="31669" type="PERSON" weightage="60" keywordseo="spending">spending</keyword> with your values, why it's important to explore your money mindset, and how to plan for the future in times of uncertainty.</li><li>Watch the video of the event below.</li></ul><iframe width="560" height="315" src="https://www.youtube.com/embed/CA4OesrWFKM" frameborder="0"></iframe><p>For the Master your Money Live Digital Bootcamp "How to control your money so it doesn't control you," personal-finance correspondent Tanza Loudenback sat down with two professionals to talk about how to explore your money mindset, budget individually and as a couple, and align your spending and your values.</p><p>Preston D. Cherry, CFP and founder of <a href="https://www.concurrentfp.com/" target="_blank" rel="noopener">Concurrent Financial Planning</a>, and Kelly Lannan, vice president of Fidelity Investment's Young Investors for Personal Investing, suggested a few things people can do to gain control of their money during these uncertain times.</p><h2>1. Budget with well-being in mind </h2><p>It's been an isolating year. Many people have been spending most of their time indoors with no separation between work life and home life.</p><p>To combat the monotony, Lannan encourages everyone to review their budget and reflect on how much they're spending, saving, and earning. Of course, she said, make sure you're paying your bills and setting money aside in an <a href="https://www.businessinsider.com/personal-finance/how-much-money-to-save-in-emergency-fund-rules" target="_blank" rel="noopener">emergency fund</a>, but also check whether you're making room for your well-being.</p><p>"I know that I need to continue to spend money on the things that still do make me happy because I'd go crazy without it," Lannan said. Whether it's a daily latte to-go or buying a new piece of clothing once a month, she said, give yourself permission to spend within reason.</p><p>"Definitely incorporate it in your budget," she added, "but you should never be feeling guilty about something that makes you happy, because if that is something that you can look forward to and keep things positive, we just want that for everyone at the end of the day. Life is more than just pinching pennies sometimes."</p><h2>2. Reflect on past financial decisions</h2><p>Personal finance isn't just a numbers game. There are a host of psychological factors that influence a person's behaviors and attitudes around money.</p><p>To understand your own mindset and how it might be helping or hindering your ability to control your money, Cherry recommends reflecting on past financial decisions.</p><p>"I like to ask [clients] to share with me a money event that has happened in the last six months," Cherry said. "What was that event? How did you feel about it? Did it make you uncomfortable? Did it align with what you want to do? What you aspire to do? How did you feel about that? And then, what would you have done differently? What would you like to do differently?"</p><p>These questions could reveal some raw emotion, he said, but that's the point. In order to adjust your habits or mindset, you have to be honest about your status quo.</p><p>"You really have to have a willingness first. I mean it," Cherry said. "That's the first step: having that willingness and courage in order to really look at what's going on."</p><h2>3. Resist comparing yourself to others</h2><p>Comparing yourself to others is part of human nature, and it's been made even easier with the advent of social media.</p><p>"We see people we haven't even met before doing crazy things — like who the heck is traveling to Greece during the pandemic?" Lannan said. "I would love to know and meet you and maybe get on your private jet. But this is just a reality."</p><p>When you don't know what someone's financial situation is like behind the photo, you're only doing yourself a disservice if you compare it to your situation, she said.</p><p>"My biggest piece of advice, and this is hard, OK, I'm not saying it's easy: People have to stop comparing yourselves to others, especially over social media," Lannan said.</p><p>"You have to define your own goals, because we all know what makes us happy. You have to start to align your money to your values, to the things that make you happy. That can be at least an important first step in trying to not compare yourself too much to others," she said.</p><p>If you do find yourself scrolling through photos and asking "How are they pulling that off, financially?" then you're asking the wrong question, Cherry said. If it's something you'd also like to have or do, ask yourself: How can <em>I</em> make a plan to obtain or achieve that myself?</p>

3 strategies to gain control of your money today, no matter how stressed you are

<div type="image" title="master your money live digital bootcamp" height="571" width="1215" msid="78157636" hostid="261"></div><ul class="summary-list"><li>Kevin Matthews, founder of Building Bread, and Kelly Lannan, vice president of Fidelity Investment's Young Investors for Personal <keyword id="35175" type="ORGANIZATION" weightage="60" keywordseo="investing">Investing</keyword>, sat down with Business Insider's Tanza Loudenback to discuss investing for the <keyword id="9089434" type="UNKNOWN" weightage="100" keywordseo="master-your-money">Master your Money</keyword> Live Digital Bootcamp.</li><li>The two personal finance professionals had some tips for being a smart investor: Start as soon as possible, stay the course, and don't chase "the next big thing."</li><li>Watch the video of the event below.</li></ul> <iframe src="https://cdn.jwplayer.com/players/rCOKaP8T-XildMFVD.html" width="100%" height="100%" frameborder="0" scrolling="auto" title="Master Your Money Live Digital Bootcamp: How To Be A Smarter Investor Now" style="position:absolute;"></iframe> <p>Personal finance correspondent Tanza Loudenback sat down with two personal finance professionals to talk about investing during the Master your Money Live Digital Bootcamp "How to be a smarter investor now."</p><p>Kevin Matthews, founder of <a href="https://www.buildingbread.com/" target="_blank" rel="noopener">Building Bread</a>, and Kelly Lannan, vice president of Fidelity Investment's Young Investors for Personal Investing said smart investors share a few characteristics and behaviors. Here are three of the most important.</p><h2>1. Start investing early</h2><p>Heed the golden rule of investing: It's all about time <em>in</em> the market, not timing the market. The longer <a href="https://www.businessinsider.com/millennials-waiting-to-invest-until-they-earn-more-mistake-2020-9" target="_blank" rel="noopener">your money is invested</a>, the more time it has to grow. </p><p>Matthews said smart investors start at "the earliest possible moment," whether that's making contributions to their 401(k) or managing stocks family members have passed down.</p><p>But they're not buying blind. Smart investors ask questions to educate themselves and always have a game plan, Lannan said.</p><p>"They're not just jumping in for the sake of jumping in," she said. Remember that building wealth through investing doesn't trump the need for an <a href="https://www.businessinsider.com/personal-finance/how-much-money-to-save-in-emergency-fund-rules" target="_blank" rel="noopener">emergency fund</a> or paying off high-interest debt.</p><h2>2. Stay the course</h2><p>Global events like the coronavirus pandemic tempt even the most even-keeled investors to think twice about their investments, but the smartest ones know to stay the course.</p><p>"They are patient and they are consistent," Matthews said. Building wealth "is not something that's going to happen overnight," he said.</p><p>Lannan said not panicking during market upheaval is key to achieving financial goals. A recession will happen more than once in your lifetime, and making decisions based on one period of volatility could be a big mistake.</p><h2>3. Avoid chasing the latest stock tip</h2><p>Many <a href="https://www.businessinsider.com/millennials-investing-covid-pandemic-new-easy-apps-2020-9" target="_blank" rel="noopener">millennials have been drawn to active investing</a> during the pandemic to take advantage of a rebounding market, sometimes through risky investments like options trading. But it can be dangerous to chase the latest stock tip, especially if you're not comfortable or financially able to take on additional risk.</p><p>Matthews said smart investors are "not looking for a lotto ticket" to cash in on the "next big thing."</p><p>"That's not where the money actually is. It feels like it — it really does — but in reality it's the slow, consistent, patient investments," he said.</p>

3 tips for being a smart investor now, according to personal finance professionals

<ul class="summary-list"><li><strong><keyword id="11964185" type="UNKNOWN" weightage="60" keywordseo="jen-glantz" source="Orion">Jen Glantz</keyword> is an entrepreneur and the founder of <a href="http://www.bridesmaidforhire.com/">Bridesmaid for Hire</a>.</strong></li><li>In seven years as a founder, Glantz says she's learned the dos and don'ts of setting annual goals.</li></ul><p>As a solopreneur, the end of the year makes me feel nostalgic for the days when I worked a full-time corporate job and received an annual review.</p><p>I'm someone who craves feedback, appreciates year-long goals, and likes to track progress. When you start your own company and become your own boss, recapping the past year and planning for the year ahead falls only on your to-do list.</p><div type="image" title="Jen Glantz.JPG" height="419" width="559" msid="88596357" hostid="261"></div><p>That's why I'm spending the final weeks of 2021 taking inventory of the past 12 months as well as setting goals for 2022. I've been doing this for the past seven years, and it wasn't until a few years ago that I realized there's a strategy to goal-setting for the new year.</p><p>To do so properly, it's important to avoid these mistakes that can be common among <keyword id="12011401" type="UNKNOWN" weightage="60" keywordseo="entrepreneurs" source="Orion">entrepreneurs</keyword>. </p><h2><strong>1. Forgetting to take inventory</strong></h2><p>Before deciding what milestones I want to hit in the new year, the very first thing I do is take inventory of the past year. </p><p>I start off by going through each month and writing down wins and losses. I write down proud moments, successful projects, and positive lessons learned. After that, I take note of situations I didn't handle well, business goals I fell short of meeting, and opportunities I missed out on that I should have pursued. </p><p>Doing this allows me to have clarity on what worked in 2021 and what didn't — and how that can be applied to the new year.</p><h2><strong>2. Ignoring current and projected trends </strong></h2><p>Setting goals for a new year doesn't just involve your bottom line and plans for scaling the business. Your goals have to incorporate industry trends that are projected for the year ahead so you can capture the attention of your audience and move your business forward. </p><p>I spend a few weeks reading news articles from industry publications to wrap my head around how other businesses, brands, and my target audience will evolve in the year ahead.</p><p>Next, I study data from social-media monitoring and website analytic sites to find trends to focus on for upcoming marketing sites. I use free news and analytics websites like <a href="https://www.socialmediatoday.com/">Social Media Today </a>and <a href="https://www.similarweb.com/">Similar Web</a> to create a digital-marketing trend report. This allows me to have a more streamlined focus for the goals I set. </p><h2><strong>3. Thinking too macro</strong></h2><p>Just like when people set New Year's resolutions, entrepreneurs can also tend to set high-level goals for their business that are too vague to implement.</p><p>I used to do the same by setting goals that were generic, like wanting to have a stronger presence on Instagram or write a book by the end of the year. </p><p>Without structured and detailed goals, it can be hard to understand what you need to do to make those things happen. Now, I set end-of-year goals as well as smaller monthly goals that help me take regular steps forward and make consistent progress. </p><h2><strong>4. Keeping your goals a secret </strong></h2><p>As a business owner or entrepreneur, it can be easy to set goals for your company and keep them a complete secret. But doing this pushes out feedback and potential ideas from other people and stunts your growth as an entrepreneur. </p><p>At the end of 2020, I showed my 2021 goals to my mentor, an entrepreneur friend of mine whom I respect, and a colleague I used to work with. Through their collective feedback, I found myself feeling confident on some goals and pivoting others in a way I never would have without their feedback. </p><p>Knowing what to focus on and what to strive for in the new year is essential as an entrepreneur. That's why it's important to take inventory of the previous year, understand upcoming trends, and break down goals into small and actionable next steps. Setting goals the right way will help you kick off the new year feeling focused, in control, and intentional about how you'll spend the next 365 days. </p>

4 mistakes entrepreneurs make when setting goals for the new year

<ul class="summary-list"><li><keyword id="9797329" type="UNKNOWN" weightage="60" keywordseo="content-recommendation">Content recommendation</keyword> company <keyword id="2719281" type="PERSON" weightage="60" keywordseo="Taboola">Taboola</keyword> plans to go public by merging with a <keyword id="1817616" type="ORGANIZATION" weightage="60" keywordseo="SPAC">SPAC</keyword>.</li><li>The deal, which Taboola says will value the company at $2.6 billion, is expected to bring in $545 million in cash.</li><li>Taboola says it intends to use the proceeds to grow into areas including ecommerce, gaming, connected TV, and in-car entertainment.</li></ul><p>Content recommendat<keyword id="597300" type="ORGANIZATION" weightage="60" keywordseo="iON">ion</keyword> company Taboola planned to announce Monday it intends to go public by merging with a ION Acquisition Corp, a <a href="https://www.businessinsider.com/media-and-advertising-companies-are-rushing-into-spacs-2020-2020-10">special purpose acquisition company</a> (SPAC).</p><p>The deal, which the pair say will value Taboola at $2.6 billion, is expected to bring in $545 million in cash for the New York-based adtech firm.</p><p>Taboola joins a ballooning list of companies using SPACs as a vehicle to go public in recent months. There were more than 221 SPAC initial public offerings (IPOs) in 2020, up from just 59 in 2019, <a href="https://www.spacanalytics.com/">according to the SPAC data and research platform SPAC Analytics</a>. SPACs, also known as "blank-check" firms, can offer companies a quicker route to the public markets and less of the scrutiny and costs involved in a traditional <keyword id="6354763" type="UNKNOWN" weightage="60" keywordseo="ipo">IPO</keyword>.</p><h3><em>Read more: <a href="https://www.businessinsider.com/adtech-ipo-candidates-2021-2020-12">Here are 7 digital advertising companies experts say are likely to IPO next</a></em></h3><p>Taboola is the company best known for placing its "content you may like" <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> widget at the bottom of articles and homepages on the sites of publishers including Bloomberg, NBC, and Insider.</p><p>Taboola CEO Adam Singolda told Insider that the company plans to use the proceeds from the transaction to expand to new areas, such as ecommerce and gaming, and beyond websites and apps to platforms such as connected TVs and in-car entertainment systems.</p><p>The company intends to spend $100 million on  research and development projects in 2021 and acquisitions in those areas are likely on the cards, Singolda said.</p><p>"When you're public, you have the currency to have great conversations with good companies about a value exchange," Singolda said. </p><p>Taboola generated more than $1.2 billion in gross revenue - or $375 million, minus traffic acquisition costs - and around $34 million in operating profit in 2020, according to a company press release. The merger will bring the total cash and cash equivalents on its balance sheet to more than $600 million. The company employs about 1,400 people.</p><p>News of the deal comes just four months after a proposed <a href="https://www.businessinsider.com/why-the-outbrain-taboola-content-recommendation-deal-fell-apart-2020-9">merger between Taboola and fellow content recommendation company Outbrain fell apart</a>. The transaction had dragged through the regulatory process and imploded after the pair disagreed on deal terms. </p><p>Some <a href="https://digiday.com/media/taboola-outbrain/">publishers had also expressed reservations</a> that a combined Taboola-<keyword id="1817861" type="COMPANY" weightage="60" keywordseo="Outbrain">Outbrain</keyword> could lead to downward pricing pressure as the two fierce competitors would no longer duke it out to secure the most valuable publisher contracts. (Outbrain is also reportedly seeking to go public, <a href="https://www.haaretz.com/israel-news/tech-news/.premium-exclusive-israel-s-outbrain-eyes-2b-ipo-1.9401436">according to Israeli news site Haaretz</a>.) </p><h3><em>Read more: <a href="https://www.businessinsider.com/taboola-pays-publishers-16-million-revenue-guarantee-deals-2020-12">Content-recommendation company Taboola is repaying publishers $16 million in revenue guarantees that were postponed in the pandemic</a></em></h3><p>Singolda said his publisher and advertiser clients should look favorably on Taboola as public company, which will trade under the stock ticker symbol "TBLA".</p><p>"I hope that for [publisher] clients, it means we want to be here forever and they can look at us in a more transparent way than before," Singolda said. For advertisers, he said, Taboola's investments will help it "expand into other types of budget - ecommerce, video, games, app downloads - hopefully to more touchpoints [in the advertiser] organization."</p><p>About $259 million of Taboola's raise will be derived from the proceeds of ION's IPO on the New York Stock Exchange in October last year. The remainder will come from additional investors as part of the PIPE (private investment in public equity) transaction. Investors in the PIPE include Fidelity Management &amp; Research Company, Baron Capital Group and Exor's venture arm Exor Seeds.</p><p>Gilad Shany, CEO of ION Acquisition Corp and managing partner of investment company ION Crossover Partners, said the SPAC selected Taboola as its target investment because of its profitability, management team, global scale and growth potential.</p><p>"We are playing into a dozens and dozens of billions of dollars market on the open web," Shany told Insider, referring to the amount of money advertisers are projected to spend on digital advertising each year on platforms and sites other than Google and Facebook.</p><p>Content recommendation companies' advertising widgets have often been ridiculed in the ad industry and beyond, due to their prevalence of low-quality ads hawking sketchy belly fat cures or peculiar articles that claim to show what a childhood movie star looks like now - but only after the user has clicked through several pages of slideshow packed with ads.</p><p>Asked if this reputation could impact investors' perceptions of the company, Shany said that Taboola has shown a "consistent trend" of improving the quality of its content and advertisers. </p><p>Singolda added that Taboola reviews around 500,000 articles each week and that it will continue to grow the size of its content moderation team.</p><p>"There's an opportunity to use this [investment] resource to build a champion of the open web, with the right safeguards," Singolda said.</p>

Taboola is going public via a SPAC, aiming to raise $545 million to expand its content recommendations to TV, cars, gaming and ecommerce

<p class="financial-disclaimer"><i>When you buy through our links, we may earn money from our affiliate partners. <a href="https://www.insider-inc.com/commerce-on-insider-inc/">Learn more.</a></i></p><p><a href="https://apple.sjv.io/c/196318/435031/7613?u=https%3A%2F%2Fwww.apple.com%2Fshop%2Fbuy-mac%2Fmacbook-pro%2F13-inch" target="_blank" rel="nofollow noopener sponsored"></a></p><ul class="summary-list"><li><a href="https://apple.sjv.io/c/196318/435031/7613?u=https%3A%2F%2Fwww.apple.com%2Fshop%2Fbuy-mac%2Fmacbook-pro%2F13-inch" target="_blank" rel="nofollow noopener sponsored">Apple's new 13-inch MacBook Pro</a> now comes with the company's revamped Magic Keyboard, addressing its biggest drawback.</li><li>It replaces <keyword id="6354427" type="ORGANIZATION" weightage="60" keywordseo="apple">Apple</keyword>'s trademark Butterfly keyboard, which feels flatter and stiffer in comparison and has been prone to malfunctions.</li><li>Overall, the <keyword id="162156" type="COMPANY" weightage="60" keywordseo="MacBook-Pro">MacBook Pro</keyword> is a solid choice for <keyword id="62949" type="PERSON" weightage="60" keywordseo="MaC">Mac</keyword> fans that are looking to get some serious work done, but don't want a laptop that's as large as the 16-inch Pro.</li></ul><p>The latest generation of Apple's <keyword id="6367615" type="UNKNOWN" weightage="60" keywordseo="Laptops">laptops</keyword> may look the same as their predecessors, but they've gotten their biggest improvement in years: a new keyboard that's more comfortable, less prone to damage, and much quieter than those found on Apple's notebooks over the past five years.</p><p>That's true across the board now that Apple has released its <a href="https://www.businessinsider.com/apple-macbook-pro-13-inch-release-date-specs-price-keyboard-2020-5" target="_blank" rel="noopener">revamped 13-inch MacBook Pro</a>, which like the newest MacBook Air and 16-inch MacBook Pro comes with the new Magic Keyboard. This keyboard, which first arrived on the larger MacBook Pro last year, is inspired by the company's popular desktop keyboard of the same name.</p><p>There's little else that's new about the <a href="https://apple.sjv.io/c/196318/435031/7613?u=https%3A%2F%2Fwww.apple.com%2Fshop%2Fbuy-mac%2Fmacbook-pro%2F13-inch" target="_blank" rel="nofollow noopener sponsored">13-inch MacBook Pro</a>, save for the option to upgrade to Intel's latest processors in the more expensive configuration and more storage at the base level.</p><p>The new MacBook Pro feels like a minor refresh intended to make Apple's Magic Keyboard uniform across its entire lineup rather than a leap forward for Apple's pro-grade laptop. The Butterfly keyboard was the 13-inch Pro's one major drawback compared to its predecessors until now, meaning the new version no longer feels like a potentially risky purchase.</p><p>Still, the introduction of the new MacBook Air in March presents another compelling option for Apple fans in the market for a new 13-inch laptop. Overall, the 13-inch Pro is better-suited for those who are willing to spend more for the additional computing and graphics power that the Pro has to offer. Unfortunately, the smaller-sized Pro is missing out on some of the 16-inch model's standout features, like its booming speakers and studio-quality microphones. </p><p>Here's a closer look at what it's been like to use the new 13-inch MacBook Pro.</p><h2>MacBook Pro 13-inch 2020 Specs</h2><ul><li><strong>Screen size and resolution</strong>: 13.3-inch Retina display with 2,560 x 1,600 resolution</li><li><strong>Processor options:</strong><ul><li>1.4GHz quad-core 8th generation Intel Core i5 processor configurable up to 1.7GHz quad-core Intel Core i7</li><li>2GHz quad-core 10th generation Intel Core i5 configurable up to 2.3GHz quad-core 10th generation Intel Core i7</li></ul></li><li><strong>Memory</strong>: 8GB, 16GB, or 32GB (for high-end Intel 10th-gen models)</li><li><strong>Storage</strong>: 256GB, 512GB, and 1TB with options to configure up to 2TB on the low end and 4TB on the high end</li><li><strong>Graphics options</strong>: Intel Iris Plus Graphics 645 or Intel Iris Plus Graphics</li><li><strong>Ports:</strong> 2 USB-C ports or 4 USB-C ports (for high-end Intel 10th-gen models)</li><li><strong>Camera</strong>: 720p FaceTime camera</li></ul><h2>Display, design, and audio</h2><p>For 2020, the 13-inch MacBook Pro has the same uniform aluminum design that's become a staple of Apple's laptops in recent years. As was the case with its predecessor, the new 13-inch MacBook Pro is thin and light enough to comfortably fit in a backpack or work bag when traveling. But, of course, it's not quite as lightweight as the MacBook Air, as its name implies. It's also a bit heavier than Dell's XPS 13. The MacBook Pro weighs 3.1 pounds, while the Air weighs 2.8 pounds and the Dell XPS 13 weighs 2.64 pounds.</p><p>The MacBook Pro has a 13.3-inch,  2,560 x 1,600 resolution Retina display, which is the same sharpness as the MacBook Air. The biggest difference between the Pro and the Air is the Pro's support for the P3 wide color gamut, whereas the Air supports full standard color, also known as sRGB. That means the Pro can display a wider spectrum of colors than the Air, but that will only likely matter if you're a professional photo or video editor. </p><p>This version of the MacBook Pro has stereo speakers with high dynamic range with wide stereo sound, making them great for watching movies and listening to music. It won't get loud enough to power a party, but it's more than enough for doubling as a home speaker in a small space. Compared to the MacBook Air, which lacks the Pro's high dynamic range, music sounds slightly more full-bodied.</p><p>The best audio, however, can be found on the 16-inch MacBook Pro, which has a more powerful high-fidelity six-speaker sound system with force-canceling woofers. I'm no audiophile, but the laptop's boisterous sound system ended up being one of my favorite things about the 16-inch MacBook Pro when I tested it last year. It makes me envious that it's not available on the 13-inch model, although I can imagine that putting a stronger sound system in a more compact computer would be challenging. </p><p>When it comes to video chatting, you're better off relying on your iPhone when you can. The new MacBook Pro, like the 16-inch MacBook Pro, new MacBook Air, and many Windows laptops, comes with a 720p resolution web camera. That might have been easily overlooked in the past, but at a time when many people have been working from home for months and socializing through video, the lack of quality built-in webcams out there has become more apparent. </p><p>The MacBook Pro's 720p webcam is sufficient for video calls, but I do notice a bit of graininess and noise. That's especially true when compared to making FaceTime calls on the iPhone SE, which has a 7-megapixel front camera capable of recording video at 1080p that allows for clearer video calls.</p><h2>Keyboard</h2><p><a href="https://apple.sjv.io/c/196318/435031/7613?u=https%3A%2F%2Fwww.apple.com%2Fshop%2Fbuy-mac%2Fmacbook-pro%2F13-inch" target="_blank" rel="nofollow noopener sponsored"><div type="image" title="Apple 13 inch MacBook Pro (2020) keyboard" height="1264" width="1960" msid="76098021" hostid="261"></div></a></p><p>If there's one thing you should know about the differences between the previous 13-inch MacBook Pro and the newest model, it's the  latter's new keyboard. The revamped Magic Keyboard represents a complete redesign over the one found on its predecessor, which feels flat and shallow compared to the new iteration.</p><p>I've said this before and I'll say it again: the new keyboard feels exactly like what you should be getting from a premium laptop like the MacBook Pro. For what you're paying, you shouldn't have to compromise with a keyboard that feels stiff and lacks depth. Or even worse, numerous customers and <keyword id="6358815" type="UNKNOWN" weightage="60" keywordseo="tech">tech</keyword> reviewers have reported instances <a href="https://www.businessinsider.com/apple-butterfly-keyboard-macbook-issues-timeline-2019-4" target="_blank" rel="noopener">of the keys simply not working</a> properly over the past few years since the Butterfly keyboard was introduced in 2015.</p><p>Apple launched a free keyboard repair program to address customers with affected machines, but now it's taken the bolder step of moving away from the Butterfly mechanism entirely.</p><p>The 13-inch MacBook Pro also has the Touch Bar just like its predecessor and the 16-inch model, one of the main characteristics that distinguishes it from the MacBook Air. The Touch Bar still feels a bit gratuitous — it's nice to have, especially now that you don't have to pay extra for it, but you don't necessarily need it either. I've occasionally found it useful for flipping though tabs in Safari, but don't really find myself using it for other shortcuts.</p><h2>Performance and battery life</h2><p>The MacBook Pro's performance, aside from its Touch Bar, is the biggest factor that sets it apart from the MacBook Air. All models come with a quad-core processor with a higher clock speed compared to the Air, which features a dual-core processor at the base level. The higher-end variants of the MacBook Air also run on processors with a lower clock speed compared to the MacBook Pro. A processor with more cores generally means its better-equipped to juggle multiple tasks.</p><p>What's puzzling, though, is Apple's decision to keep Intel's 8th generation processors — the same chips from the previous generation that Intel originally announced in 2017— in the base model. If you want to purchase a model that runs on the latest Intel processors that have become the standard for most competing laptops, you'll have to opt for the pricier $1,800 configuration. </p><p>Meanwhile, several Windows rivals offer 10th generation Intel chips in machines that cost hundreds of dollars less. Dell's XPS 13, for example, comes in <a href="https://go.redirectingat.com/?id=35871X943606&amp;url=https%3A%2F%2Fwww.dell.com%2Fen-us%2Fshop%2Fdell-laptops%2Fnew-xps-13-laptop%2Fspd%2Fxps-13-9300-laptop%2Fxn9300cto220s220s" target="_blank" rel="nofollow noopener sponsored">an $1,100 configuration</a> that has a 10th generation Intel Core i5 chip (and a lower resolution display than the MacBook Pro), while HP's Spectre x360 13t also comes in <a href="https://go.redirectingat.com/?id=35871X943606&amp;url=https%3A%2F%2Fstore.hp.com%2Fus%2Fen%2FConfigureView%3FlangId%3D-1%26storeId%3D10151%26catalogId%3D10051%26catEntryId%3D3074457345619392820%26urlLangId%3D%26quantity%3D1%3D1" target="_blank" rel="nofollow noopener sponsored">a $1,200 configuration</a> with a 10th-generation Intel Core i7 processor. That model also has a lower-resolution screen than the MacBook Pro, but does come with support for touch input.</p><p>For this review, I've been testing the $1,800 MacBook Pro with a 10th generation Intel processor, and it performs just as smoothly and speedily as you'd expect. I am able to regularly open dozens of web browser tabs throughout the work day without overwhelming the machine and sending the fans whirring, as is typically the case when using the slimmer 2020 MacBook Air.</p><p>On occasion, my MacBook Pro unit gets a little noisy before quickly quieting down when I have more than 20 tabs open, but that was the exception rather than the norm. For what it's worth, I had a very similar experience with Dell's XPS 13, which sometimes seemed stressed after opening nearly two dozen tabs but quickly recovered.</p><p>The difference in performance between the 13-inch MacBook Pro and MacBook Air is noticeable while gaming too. When playing "Tomb Raider" at its highest resolution on both systems, I noticed that graphics looked a bit more fluid and smooth on the MacBook Pro versus the MacBook Air. </p><p>The MacBook Pro's battery life falls a little short of Apple's claims of 10 hours, but is still enough to get through an entire work day. In my experience, the laptop lasts for about eight hours before I have to plug it in, but it's important to remember that battery life will always vary depending on factors like screen brightness and the types of programs you're running. </p><h2>The bottom line</h2><p><a href="https://apple.sjv.io/c/196318/435031/7613?u=https%3A%2F%2Fwww.apple.com%2Fshop%2Fbuy-mac%2Fmacbook-pro%2F13-inch" target="_blank" rel="nofollow noopener sponsored"><div type="image" title="MacBook Pro Lid" height="3024" width="4032" msid="76098025" hostid="261"></div></a></p><p>The new 13-inch MacBook Pro is a middle ground in Apple's laptop lineup: it offers more power than the less expensive MacBook Air in a design that's about just as portable, while the pricier 16-inch Macbook Pro is better-suited for those looking for more of a desktop replacement. </p><p>The 13-inch MacBook Pro isn't a major refresh, but the addition of the much-improved Magic Keyboard finally makes the 13-inch Pro worth recommending again.</p><h2>Should you buy it?</h2><p>Apple's newest MacBook Pro is a smart option for Mac loyalists looking to replace their aging laptop with a machine that's powerful and lightweight.</p><p>But, as is typically the case with Apple products, it's not the best deal compared to the competition. For example, you have to pay extra to get Intel's latest processors, since the base model comes with older chips. If you're not partial to Apple, there are also other compelling Windows options to consider, like the Dell XPS 13, which offers a newer processor for the same price.</p><p>Still, if you're sticking with Apple's Mac ecosystem and want a portable work machine, there's no doubt that the new MacBook Pro is what you've been waiting for.  </p><p><strong>Pros:</strong> Excellent keyboard, fast performance, quality audio</p><p><strong>Cons:</strong> Older processors in the base model</p>Read the original article on <a href="https://www.businessinsider.com/apple-macbook-pro-13-inch-2020-review">Business Insider</a>

Apple's new 13-inch MacBook Pro is the best work computer for Mac fans that don't want a huge laptop

<p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5d975c9bec72bd0d0d24f80e-2400/foh fireside 2.jpg" border="0" alt="Ali Diab" data-mce-source="Courtesy CB Insights" data-mce-caption="Collective Health CEO Ali Diab" /></div></div></div></p><p>Hello,</p><p>Welcome to Dispensed, Business Insider's weekly healthcare newsletter recapping all the work that kept the healthcare team busy this week while we're all in NYC enjoying the fall weather. </p><p>Most of the team spent a big chunk of Wednesday and Thursday hanging out at Chelsea Piers where we were attending/moderating sessions at CB Insight's Future of Health conference. Between the news and the conference, <a href="https://twitter.com/lydiaramsey125/status/1179845084252168194">we somehow managed to squeeze in a selfie of the team all together for the first time!</a></p><p>Let's get to it. But before I dive in. <strong><em>Are you new to <a href="https://www.businessinsider.com/category/dispensed">our newsletter</a>? You can <a href="http://newsletter.businessinsider.com/join/health-insider">sign up for Dispensed</a> here.</em></strong></p><p>First, <a href="https://www.businessinsider.com/author/erin-brodwin">Erin Brodwin</a> had the scoop on the official end of uBiome. The company has gone from bankruptcy to liquidation. </p><p><div class="KonaFilter image-container display-table"><div><div class="image"><a href="https://www.businessinsider.com/ubiome-bankruptcy-ceases-operations-liquidates-chapter-7-2019-10"><img src="https://static-ssl.businessinsider.com/image/5cf68b5f11e2053be27c01da-2222/ubiome-toilet-paper-1.jpg" border="0" alt="uBiome Toilet Paper 1" data-mce-source="Hollis Johnson / Business Insider" data-mce-caption="The microbiome testing company uBiome has come under scrutiny after an FBI raid." /></a></div></div></div></p><h3><a href="https://www.businessinsider.com/ubiome-bankruptcy-ceases-operations-liquidates-chapter-7-2019-10">Bankrupt poop-testing startup uBiome is shutting down</a></h3><p>Right before that, she also had the scoop on<strong> <a href="https://www.businessinsider.com/poop-testing-startup-ubiome-loses-lab-certification-2019-9">uBiome losing its lab certification.</a></strong></p><p>It's the end of the road for a startup that once had investors convinced it was worth $600 million, and the end of a six-month reporting journey for the healthcare team here.</p><h3>You can <a href="https://www.businessinsider.com/ubiome-what-we-know-microbiome-startup-fbi-raid-ceos-resigned-2019-7">read all of our reporting on the rise and fall of uBiome here.</a></h3><p>Separately, last month Zach Tracer and I took a tour of Pennsylvania, making stops in Scranton, Kingston, and Danville and logging way more miles than my rental car would've liked. But along the way, we got a picture of what Geisinger Health System is doing to take care of its aging population. </p><p>Personally, it was interesting for me to <a href="https://www.businessinsider.com/health-systems-new-way-of-doing-primary-care-2019-5">see the new primary care clinic Geisinger launched over the summer.</a> Really wishing my primary care office had a lobby with a fake fireplace and snacks on hand. </p><p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/5d8d02092e22af091e50eaa8-2057/mg5204edited-2.jpg" border="0" alt="Geisinger 65 Forward health clinic" data-mce-source="Zachary Tracer/Business Insider" data-mce-caption="The clinic is designed to serve an aging population." /></div></div></div></p><h3><a href="https://www.businessinsider.com/geisinger-health-plan-keep-aging-pennsylvania-population-healthy-2019-9">A health system hidden in the heart of Pennsylvania thinks it's cracked the code on caring for seniors. And it could be the future of healthcare.</a></h3><ul><li>Geisinger, a health system based in central Pennsylvania, is investing heavily in the basic care it provides, starting with seniors.</li><li>The hope is that by focusing on primary care and prevention, the health system, which also runs a health plan, could keep more people healthier and out of the hospital.</li><li>Geisinger's efforts to care for an aging population are a preview of the challenges that the US as a whole will face in the coming decades.</li></ul><p>Erin has the story on MindMed, a company that wants to develop psychedelics that don't have hallucinogenic qualities. The goal: treating addiction. </p><h3><a href="https://www.businessinsider.com/psychedelics-company-raises-funds-canopy-growth-bruce-linton-shark-tank-2019-9">A startup that wants to use psychedelics to treat addiction just raised $6.2 million from the host of Shark Tank and the architect behind the world's biggest cannabis grower</a></h3><ul><li>A new company called MindMed just raised $6.2 million in a bid to make psychedelics without their characteristic hallucinogenic qualities.</li><li>Investors in the round include 'Shark Tank' host Kevin O'Leary, as well as Bruce Linton, the architect behind the world's biggest cannabis grower, Canopy Growth.</li><li>MindMed says it's currently focused on turning a drug inspired by the psychedelic ibogaine into a treatment for opioid addiction.</li></ul><p><a href="https://www.businessinsider.com/author/clarrie-feinstein">Clarrie Feinstein</a> did a deep-dive into neuromodulation, which is being used to treat pain. It's something that's coming more into the spotlight as doctors are on the hunt for alternatives to opioids.</p><p>The cost, however, can be quite high. </p><h3><a href="https://www.businessinsider.com/neuromodulation-alternative-to-opioids-for-pain-treatment-2019-10">A 50-year-old technology that uses bursts of electricity to treat pain might finally catch on as doctors hunt for alternatives to opioids</a></h3><p>Speaking of deep-dives by Clarrie, she also pulled together a look at the $7 billion hearing loss market and some of the companies that are leading the way there. </p><h3><a href="https://www.businessinsider.com/hearing-therapeutics-startups-biotechs-trying-to-cure-hearing-loss-2019-10">Investors are pouring hundreds of millions into startups working to treat hearing loss. Here are the 4 biotechs vying to disrupt the $7 billion market.</a></h3><ul><li>Around 48 million people in the US have hearing loss, but there are no approved drugs to treat it.</li><li>Currently, hearing aids and devices called cochlear implants help people who have impaired hearing, but the devices aren't cures.</li><li>Four companies-Frequency Therapeutics, Decibel Therapeutics, Akouos, and Sound Pharmaceuticals-are all developing drugs to treat different types of hearing loss. All have raised considerable funding rounds.</li></ul><p>Elsewhere, <a href="https://www.businessinsider.com/author/emma-court">Emma Court</a> spoke to five VCs about the areas they're investing in these days. </p><h3><a href="https://www.businessinsider.com/venture-capital-firms-on-top-healthcare-investing-trends-2019-9">5 VCs in the hottest area of healthcare explain where they're placing their next bets</a></h3><p>And I spoke with Gregg Talbert, who's heading up digital and personalized-healthcare partnering at Roche.</p><p>I asked him about the company's data-partnering strategy, and why the pharma giant decided to partner with Clover Health to develop new medications - seemingly an unorthodox choice. It's not every day you see health insurers working with pharma companies. </p><h3><a href="https://www.businessinsider.com/genentech-is-partnering-with-clover-health-other-digital-health-firms-2019-10">Why $45 billion pharma giant Roche is teaming up with a buzzy health-insurance startup to find new treatments for diseases</a></h3><p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/57b222c1db5ce92c168b6cb2-2400/peter_lee_colorful_wall2016.jpg" border="0" alt="microsoft research peter lee" data-mce-source="Microsoft" /></div></div></div></p><h3>Microsoft vs. Google vs. Amazon</h3><p>Also - the cloud wars are heating up. The latest we've got our eye on is a deal between<strong> <a href="https://www.businessinsider.com/microsoft-novartis-ai-partnership-strategy-for-cloud-and-ai-business-2019-9">Microsoft and Novartis</a></strong>. From Walgreens, to West Coast-based health system Providence St. Joseph Health, to now Novartis, it's been interesting to see where Microsoft is going deep on AI partnerships in addition to selling its cloud services.</p><p>We've seen others take similar approaches, like <a href="https://cloud.google.com/blog/topics/customers/how-google-and-mayo-clinic-will-transform-the-future-of-healthcare">Minnesota-based Mayo Clinic in September signed Google</a> on as its cloud and AI partner, while <a href="https://www.businessinsider.com/cerner-partnership-with-aws-for-cloud-services-cloud-wars-2019-7">the health information technology giant Cerner said it had made Amazon Web Services its preferred cloud provider</a> as it moved its business from being hosted on its own data centers to the cloud.</p><p>Seems like we're still in early innings of big cloud contracts in healthcare. Curious how you all are seeing the space shake out. What's at stake, who stands to win the most? Ping me at lramsey@businessinsider.com if you'd like to get nerdy about this! </p><h3>Missed our sessions at Future of Health? </h3><p>We've got you covered. Here are some of our first dispatches from the conference. </p><ul><li>Emma spoke with Proteus CEO Andrew Thompson. <strong><a href="https://www.businessinsider.com/proteus-digital-health-ceo-pushes-back-on-criticism-with-new-study-2019-10">The $1.5 billion startup is making 'smart' pills, and she spoke to him about how the tech could help patients whose insurers deem them 'too risky'.</a></strong></li><li>I spoke to Collective Health CEO Ali Diab. <strong><a href="https://www.businessinsider.com/why-collective-health-chose-not-to-be-a-health-insurer-2019-10">He told me why he chose to get into the unglamorous business of being a TPA rather than being a health insurer.</a></strong></li></ul><p>Other highlights: It was interesting to learn more about Uber's health strategy -<a href="https://twitter.com/lydiaramsey125/status/1179466181662654465">in particular how it could help Uber get into more rural communities there hadn't been a commercial case for yet.</a> And Clover Health CEO Vivek Garipalli's session ended with some comments that got the crowd fired up - when asked whether Haven's underrated or overrated, <a href="https://twitter.com/lydiaramsey125/status/1179828392625102849">he replied that an insurer like UnitedHealthcare has a better chance of building a commercial bank than JPMorgan has a chance at fixing healthcare</a>. Cue the fire emojis. </p><p>That's it for now, but a quick note that I'll be out at HLTH later this month! Would love to grab coffee/catch up/do some good Las Vegas people-watching. You can find me at lramsey@businessinsider.com. </p><p>If you'd like to get in touch with the whole team here, you can find us at healthcare@businessinsider.com. </p><p>- Lydia </p><p class="tagline"><a href="/intelligence/digital-health?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_subscription&amp;itm_content=health&amp;itm_campaign=digital-health-3"><img src="https://static.businessinsider.com/image/5d5ecc56ad2b472c2b7bbbd5" alt="Digital Health Pro" border="0" style="width: 100% !important" /></a><p>Featured Digital Health Articles:<br />- <a href="/telehealth-industry-explained">Telehealth Industry: Benefits, Services &amp; Examples</a><br />- <a href="/value-based-care-pay-for-performance-healthcare-model">Value-Based Care Model: Pay-for-Performance Healthcare</a><br />- <a href="/senior-care-market-trends">Senior Care &amp; Assisted Living Market Trends</a><br />- <a href="/wearable-technology-healthcare-medical-devices">Smart Medical Devices: Wearable Tech in Healthcare</a><br />- <a href="/artificial-intelligence-healthcare">AI in Healthcare</a><br />- <a href="/remote-patient-monitoring-industry-explained">Remote Patient Monitoring Industry: Devices &amp; Market Trends</a></p></p>

Dispensed: A trip to rural Pennsylvania, the final word on uBiome, and the looming cloud wars in healthcare

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56d0b50a6e97c62e008ba0b1-768/brian boland 10.22.14.jpg" alt="Brian Boland" data-mce-source="Facebook" /><p class="source"><span>Facebook</span></p><p class="caption">Brian Boland, Facebook VP of ad tech.</p></div><p></p></div></div>Facebook has shifted Atlas, <a href="https://techcrunch.com/2013/02/28/facebook-acquires-atlas/">the ad tech platform it acquired from Microsoft in 2013</a>, out of its ad tech group and into its measurement division.</p><p>The change, which took effect around two weeks ago, means Atlas now sits in Facebook's "marketing sciences" group, which is run by Brad Smallwood, the company's vice president of measurement and insights. </p><p>The ad tech division, which contains the lucrative Facebook Audience Network, will continue to be run by Brian Boland, Facebook's VP of ad tech. David Jakubowski, who was running Atlas, will also remain in Boland's team. The rest of Atlas will now work under Smallwood.</p><p>There will be no layoffs as a result of the change and the Atlas brand will stay for now, Facebook confirmed.</p><p>The restructure is a recognition of how Facebook's use of Atlas has dramatically changed since it was acquired all those years ago.</p><h2>It's all about "people based marketing" - not ad buying</h2><p>Back then, Facebook's acquisition of Atlas - an ad server and measurement platform - was seen as a way Facebook could make a huge dent to Google DoubleClick's monopoly of the display ad business. Atlas was a way advertisers could use Facebook's deep targeting data to buy ads on other websites not owned by Facebook.</p><p>Facebook had been working on building a demand-side platform (DSP) - software that lets advertisers use automated processes to buy online ads - but in March this year it pulled the project. <a href="http://www.businessinsider.com/facebook-pulls-demand-side-platform-from-atlas-2016-3">The company said it called off its DSP plans because there were too many bots and bad-quality ads on the open web</a>.</p><p>So Atlas became, predominantly, a measurement tag advertisers can use to match up users as they cross from one device to another. The ad server part of the platform still exists, but it's used mostly for "data fidelity" to ensure accurate measurement rather than acting as a true competitor to DoubleClick.</p><p>To some people, that will be seen as a shame - like buying a Ferrari only to use the steering wheel. <a href="http://adexchanger.com/platforms/facebooks-atlas-struggles-to-serve-its-market/">When AdExchanger reported on Atlas' progress in February</a>, the trade title was fairly derisory that most clients were simply using the platform for measurement, which it said was "not the promise of Atlas."</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/57ed5139b0ef97c5098b8f54-1920/maxresdefault.jpg" alt="brad smallwood" data-mce-source="YouTube/IAB" data-mce-caption="Brad Smallwood." data-link="https://www.youtube.com/watch?v=Og0Fk-xvNH0" /><p class="source"><span><a href="https://www.youtube.com/watch?v=Og0Fk-xvNH0">YouTube/IAB</a></span></p><p class="caption">Brad Smallwood.</p></div><p></p></div></div>Boland and Smallwood met with Business Insider during <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> Week New York to explain how they think Atlas will perform better within the marketing sciences team, which combines Facebook's own measurement tools with partnerships from measurement firms like Oracle's Datalogix and Nielsen.</p><p>One of Facebook's big plays to advertisers is that it offers "people based marketing." The idea of Atlas is to take that approach to measuring ad performance to the entire web.</p><p>Facebook has expertise here because many of its users log into the social network on their mobiles, desktops, and tablets, which gives it first-party data. That means Facebook's Atlas can let advertisers know if someone who saw an ad (from across their entire digital campaign - not just ads on Facebook or ads bought through Facebook) for a pair of sneakers on their mobile phones went on to buy the product on their laptops. It also lets advertisers know if they reached the audience they paid to reach and not just the same people over and over again.</p><p>Boland said: "Our effort in measurement was to approach it not with a lens to do everything to make Facebook look good. It's to do everything to make people know and and believe this is truthful. We will stand by that truth: Either Facebook ads work [better than ads on other publisher sites] or they don't. And there's no hiding."</p><p>That comment is timely as it comes a week after Facebook admitted it had been over-inflating one of its video view metrics. Facebook has corrected the error and <a href="http://www.businessinsider.com/facebook-carolyn-everson-on-its-video-view-count-error-2016-9">VP Carolyn Everson has since said the company plans to be more public straight away if it makes mistakes again in future.</a></p><p>Smallwood said the aim isn't to encourage advertisers only to use Atlas, but to use a range of measurement partners to analyze their digital ads. However, Atlas charges advertisers on a cost-per-mille (CPM/cost per thousand impressions basis) so it's likely Facebook will be encouraging advertisers to use Atlas as their go-to digital ads measurement partner.</p><p>Ultimately, the move represents what was right to do for the business, according to Boland.</p><p>"I like that a work at a company where it is culturally acceptable for a bunch of people to move across the organization to a different place," he said "We have a culturally-installed set of values about doing what's right for the future of the business. I've shifted responsibilities a couple of times ... we're a very customer-centric organization and we look at ways to remove things that hinder you from executing well."</p><h2>It has been an eventful year for Facebook's ad tech group</h2><p>Atlas has never revealed the total number of advertiser partners it has (<a href="http://www.businessinsider.com/one-year-after-relaunch-atlas-reveals-its-brand-partners-2015-10">although it did disclose the names of 10 customers last year</a>), nor how much revenue it generates. The acquisition was nowhere near Facebook's biggest: <a href="https://techcrunch.com/2013/02/28/facebook-acquires-atlas/">TechCrunch reported the transaction price was between the $50 million to $100 million mark (but closer to $50 million)</a>. But nevertheless, it's certainly a change in direction product-wise from when Atlas was first bought in 2013 - even if the "people-based marketing" goal remains the same.</p><p>As for the ad tech group, that might change too.</p><p>Boland said: "I'm moving away from calling it the ad tech group. 'Ad tech' has lots of pre-conceived notions, very anchored to the LUMAscape of 2009 - cookies and desktop. I'm very focused on the monetization for publisher side of the business ... and how we solve real problems for advertisers, how it grows the ecosystem ... not in the abstract: People-based marketing."</p><p>(<a href="http://www.lumapartners.com/resource-center/lumascapes-2/">The LUMAscape </a>is the infographic created by investment bank LUMA Partners, which details where all the players in the ad tech ecosystem sit.)</p><p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="LUMA Partners" title_caption="The LUMAscape" class="zoomin" href="https://static-ssl.businessinsider.com/image/57ed56f9077dccca798b6e41-960/screen shot 2016-09-29 at 2.00.42 pm.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/57ed56f9077dccca798b6e41-1167/screen shot 2016-09-29 at 2.00.42 pm.png" alt="lumascape" data-mce-source="LUMA Partners" data-mce-caption="The LUMAscape" /></a><p class="source"><span>LUMA Partners</span></p><p class="caption">The LUMAscape</p></div><p></p></div></div>There has been a lot of change in the ad tech division already over the past few months. Facebook shut two big projects this year: <a href="http://www.businessinsider.com/facebook-is-shutting-down-facebook-exchange-2016-5">FBX, its desktop exchange</a>, and <a href="http://www.businessinsider.com/facebook-shutting-down-liverail-2016-5">LiveRail, the video ad exchange it bought for around half a billion dollars in 2014</a>. </p><p>Facebook Audience Network (FAN) is Facebook's real ad tech strong point outside of Facebook's own ad platform. It's an old-school ad network model, but across mobile and it's a money-making machine. The company said FAN had a <a href="https://developers.facebook.com/blog/post/2016/01/07/evolution_LiveRail_Audience_Network/">$1 billion annual revenue run-rate last year</a>, although sources have told us the number now is closer to $2 billion. Boland declined to comment on the number.</p><h2>Facebook is "very good at learning"</h2><p>So, FAN aside, is the Atlas re-org a final nail in the coffin for Facebook and its attempts at building an ad tech stack? Has Facebook finally resigned itself to leaving that fight to Google and the rest of the LUMAscape?</p><p>Perhaps that's the wrong way to look at it.</p><p>Michael Collins, CEO of ad tech company Adelphic, told Business Insider: "Gaining access to Facebook's data outside their walled garden will improve measurement and attribution. Also, making this data available across real-time bidding and walled garden campaigns shows that Facebook is finally recognizing the value of the larger programmatic ecosystem."</p><p>Rob Norman, chief digital officer at WPP's media investment management division GroupM, told Business Insider he thinks Facebook has given up on building an alternative to DoubleClick.</p><p>He said: I think Facebook is interested in being big in the Facebook tech business. They are in love with their platforms and the potential number of use cases across Facebook, Messenger, Instagram, and elsewhere. The focus is to do more and better with these platforms."</p><p>Every now and then Facebook has made some bets that haven't worked, such its Facebook Paper curated article reader. <a href="http://www.theverge.com/2016/6/30/12062124/facebook-paper-shutdown">The app flopped and was shut down in July this year</a> but Norman suspects many elements from Paper were transferred across to its Instant Articles product. Norman predicts the same has and will happen with Facebook and its ad tech projects.</p><p>"They are very good at learning and you have to admire that about them," Norman said.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/new-research-hands-evolution-fish-fin-rays-genes-2016-9">Scientists discovered something 'shocking' that could rewrite a key part of human evolution</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="s0MjFzNTE6iJnX1xYTFzTNSH8EKFEp4H" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 's0MjFzNTE6iJnX1xYTFzTNSH8EKFEp4H',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

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