Killed
Competitive creative intelligence
Know which bets your rivals keep placing.
Atlas watches the ten rivals you actually sell against, every day, and turns what they keep, multiply, revive, and kill into a Monday briefing for creative decisions. Every claim links to the ads behind it.
Built for DTC brands running Meta ads at meaningful scale.
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$199/month · month-to-month · no call, no demo
One rival on record · Humantra
- LAUNCHED2026-06-21T16:00:00.000Z
First seen on record
- MULTIPLIED2026-06-21T16:00:00.000Z
Second cut, same bet
- LAUNCHED2026-07-03
Fresh cut launched
- KEPT2026-07-13T16:00:00.000Z · 631d
Still live
Each ad is a public wager that a customer will buy once they believe one specific thing. On its own, a single bet tells you almost nothing — it might be an experiment that dies on Thursday. What tells you something is what your rival does with it next.
Every ad is a betOne ad is a test — the pattern is the strategyDo not copy the ad — read the betYour ten, watched dailyMonday, with receipts
001·The strategy
One ad is a test. The pattern is the strategy.
A new ad might be an experiment and nothing more. But when a rival keeps an idea live for months, cuts new versions of it, moves it into fresh formats, or brings it back after a pause, those are decisions — and decisions repeat. Atlas connects them over time, so you can see what each rival keeps backing, what they're expanding, what they quietly dropped — and which framings none of your ten has claimed at all.
Across your ten, in this record
Framing
HUMHUELAG1LMNTGHSTLQDOLIMAUPF&HPLRObserved
Beat the afternoon slumpobserved Dec 31 → Jul 22 in this recordObserved: Huel, AG1 by Athletic Greens, DrinkLMNT, Olipop
0 of 10
Electrolytes that actually absorbobserved Oct 28 → Jul 22 in this recordObserved: AG1 by Athletic Greens, DrinkLMNT, Maurten, Precision Fuel & Hydration, PILLAR Performance
0 of 10
Clean label, nothing hiddenobserved Jul 8 → Jul 21 in this recordObserved: Humantra, Huel, GHOST, Liquid Death, Precision Fuel & Hydration
0 of 10
Hydration without the sugarobserved May 9 → Jul 22 in this recordObserved: Humantra, DrinkLMNT, GHOST, Liquid Death
0 of 10
Hangover recoverysearched Jun 4 → Jul 23 — nothing observedObserved by none of the ten
0 of 10
seen running this framing in the recorded ads · not seen. The search reads the actual ad text, so it can miss a phrasing but never invents one — an empty cell means we didn’t see it, not that the rival never runs it.
The opening
Hangover recovery
0 of 10 observed in this record · Jun 4 – Jul 23
None of your ten has placed this bet. That is where the field is quiet — read it as an opening, not a promise.
The record behind the pattern — one rival's full board, open any angle
Effective Hydration — 94 live, longest 115d · three of its longest-running cuts · the pattern, not the ad
115d live
product showcase
0:1298d live
product showcase
94d live
product showcase
002·The record
Meta shows what is running. Atlas remembers what happened.
The Ad Library is a snapshot: it shows what's live today, not how your market got there. Atlas records your ten rivals every day — launches, kills, relaunches, creative swaps — so when an ad disappears, you can still see when it started, how long it ran, and whether the idea came back in another form. More than 290,000 ads are on record, with thousands more added every day.
0+ads on record
counted Aug 20, 2026
003 · The Bet
Do not copy the ad. Read the bet.
Every ad is built around a belief the brand needs a customer to accept before they buy — the afternoon slump is a hydration problem, the ten-step routine is unnecessary. The hook, the proof, the format are just how that belief gets delivered. Atlas breaks each ad into the five parts you can see from the outside, and doesn't pretend to know the one thing you can't see: whether it worked.
They paid to run the experiment; whatever they learned, the keep or the kill is on the record.
004 · Monday
Monday turns the record into a decision.
Every Monday, Atlas shows you what moved in your lane and links every claim to the ads behind it. In about ten minutes you leave with what to brief this week — more directions than your team can test, and a reason to know where to begin — and when the room asks why, you point at the ads.
Example decision
DrinkLMNTLAUNCHEDnew cut · 2d
Cut a fresh version of a zero-sugar bet it has kept live 182 days.
2026-07-21
Liquid DeathKILLEDran 3d
Launched a wave of less-sugar ads this week, then killed one cut after three days.
2026-07-23
HumantraKEPT49d live
Has held its no-sugar hydration claim live for 49 days.
2026-06-04
Three rivalsOBSERVED3 of 10
Three rivals are placing the bet against sugar in this record.
2026-07-23
What changed
Three rivals moved on the bet against sugar. One cut a fresh version of an ad it has kept live for 182 days. Another launched a wave of less-sugar ads this week, then killed one cut after three days. A third has held its no-sugar claim for 49 days.
What the record shows
Three of the ten are placing this bet. One keeps backing it; one is testing its way in; one holds steady. The belief looks alive; the angle looks crowded. Does it spread across your ten? We check next Monday.
What goes in the brief
The same customer need through an adjacent belief, instead of repeating the claim the category is crowding into — with the three rivals' ads as the evidence for putting that direction on the table.
005 · Studio
First decide what is worth making. Then make it.
Atlas doesn't open by asking you to generate more creative. When a direction earns its place in the brief, the studio drafts stills and short video from your brand kit, in the same workspace. The intelligence decides what's worth making; the studio just makes it.
The direction that earned its place
The same customer need through an adjacent belief, instead of repeating the claim the category is crowding into — with the three rivals' ads as the evidence for putting that direction on the table.
Recommended: draft this direction from your brand kit — stills first, then one short cut to test.
Draft A
Draft B
Draft C
Independent example drafts — real Studio outputs, not produced from this brief.
006 · Closer
The archive only moves forward.
One rival's longest bet on our record ran 631 days before they pulled it. Your view opens the day you start recording — and the weeks your ten go unrecorded can't be reconstructed later. Not by Meta, not by a late entrant, not by us.
631-day adon record since Jun 21, 2026
Your record · Day 1
Nothing on record yet.
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Your record starts the day you join — before another week disappears.
$199/month · month-to-month · no call, no demo
Others see what is running today. You will see what led to it.
FAQ
Questions, answered straight.
- What does Atlas actually do?
- Atlas records the ten rivals you choose on Meta, every day — every ad they launch, kill, relaunch, or reshoot. Every Monday it turns that record into a briefing for what to brief next, and links every claim to the ads behind it.
- Does Atlas tell me which ads are working?
- No — and it won't pretend to. Atlas shows what your rivals keep, multiply, revive, and kill: decisions you can read from the outside. Whether an ad actually worked is the one thing nobody outside the brand can see, so Atlas doesn't claim it.
- Do I have to book a call or sit through a demo?
- No call, no demo. You join the founding waitlist and start when your slot opens.
- What does it cost, and what's included?
- $199 a month, month-to-month, cancel any time. Each month includes one brand workspace, 200 images, and 5 video jobs. The founding rate holds for as long as you stay subscribed.
- Can Atlas make the creative too?
- When a direction earns its place in the brief, the studio drafts stills and short video from your brand kit, in the same workspace. The intelligence decides what's worth making; the studio just makes it.
- Why is there a waitlist?
- Atlas is in its founding phase and opens a few workspaces at a time. Leave your email and your slot opens as capacity frees up.