Last fall, following its acquisition of Atlas from Microsoft, Facebook announced its reboot of Atlas as a cross-device ad targeting solution. Today, the social network is switching many of its advertisings over to that system.

“We’ve signed deals with five of the six holding companies. We are actively onboarding clients with all of them,” Facebook ad tech head David Jakubowski says in this video interview with Beet.TV.

As Business Insider’s breakdown explains, Atlas is decoupled from Facebook, can track and target across devices and can identify the outcome of campaigns.

“In many ways, we’ve redefined what it means to be an ad server,” Jakubowski boasts to Beet.TV. “Now you can answer questions like, ‘Did I reach my intended audience?’, ‘Who were they?’, ‘What was the demographic breakdown?’We’ve added creative sequencing capabilities.”

We spoke with him in New York last week at Facebook offices.