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.

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