Now this is interesting to hear. Is the long awaited Facebook Ad Network here?
Microsoft is divesting itself of another piece of the aQuantive assets it bought back in 2007, this time by selling its Atlas ad platform to Facebook.
Facebook is buying Microsoft’s Atlas ad-serving measurement platform, the two companies announced officially on February 28. They plan to invest in scaling the Atlas back-end measurement systems and enhancing its suite of tools for advertisers on both desktop and mobile devices, officials said.
“We’re focused on improving marketers’ ability to measure how well their ads perform and believe this acquisition will allow marketers greater ability to measure the ROI of their ads for all their digital media spend. Ultimately, Atlas’s powerful platform, combined with Facebook partners Nielsen and Datalogix, will help advertisers compare their Facebook campaigns to the rest of their ad spend across the web on desktop and mobile,” a Facebook spokesperson said.
Facebook may finally be on the verge of closing the elusive loop between its ads and ultimate sales that result from them in a way that to date no one but Google has done really well and on a huge scale.