Skip to main content

Facebook Buys Microsoft's Atlas ad Network

Social network leader Facebook has purchased software giant Microsoft's advertising network, Atlas Advertiser Suite.

Speculation pertaining to the acquisition surfaced in February, with Brian Boland, Facebook's product marketing director, confirming the deal. "Today's marketing environment is much more complex than it was just a few short years ago."

"If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the right time," he added.

Various marketers who advertise on Facebook already utilize Atlas, so the deal subsequently "brings us closer together in a way that benefits both Facebook and Atlas' agency and marketer clients."

"Currently, Atlas users shouldn't experience any changes, with Facebook planning to eventually improve the service by "scaling its back-end measurement systems and enhancing its current suite of advertiser tools on desktop and mobile." It also wants to improve Atlas' user interface and functionality.

"Ultimately, Atlas's powerful 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," Boland concluded.

Facebook did not disclose terms of the deal, but it's said to be under $100 million. Atlas employees, meanwhile, will remain in Seattle. Microsoft acquired the ad network in 2007 as part of its $6 billion purchase of aQuantive. However, it's been trying to sell it for years due to the majority of firms opting for Google's own advertising services.

Contact Us for News Tips, Corrections and Feedback