Facebook Buys Atlas From Microsoft

Facebook Buys Atlas From Microsoft

Will invest in advertising tools for desktop, mobile

Facebook said Thursday it’s agreed to buy Atlas Advertiser Suite from Microsoft for an undisclosed amount.

The social network giant described Atlas as a leader in campaign management and measurement for marketers and agencies. Microsoft has owned what is basically a set of advertising tools since 2007 through its acquisition of aQuantive without making much of a splash.

Facebook has higher hopes and said will invest in back-end measurement systems, desktop and mobile tools and improving user interface and functionality. The Atlas platform, combined with Nielsen and Datalogix “will help advertisers close the loop and compare their Facebook campaigns to the rest of their ad spend across the web on desktop and mobile,” Facebook said.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Digital News from Variety