Facebook to Purchase Microsoft’s Atlas Ad Platform?
The potential of Facebook as an ad network has been known for some time and now rumour is rife that the social giant is about to buy Microsoft’s Atlas ad server to boost its advertising attribution capabilities.
Although Atlas may only be a piece of the puzzle, it will enable Facebook to better demonstrate ad performance to ROI-driven clients. Atlas has gone to great lengths to incorporate and show the benefits of social display ads. Its campaign manager tool also shows how Facebook works within the wider media mix.
Julie Langley, MD of technology and digital media practice at Results International, said: “Combining Atlas’ advertiser facing ad serving, tracking tools and cookies database with Facebook’s data is potentially a very powerful combination for advertisers and enables Facebook to compete much more powerfully with Google in the display ad space."