Facebook has announced it is to acquire Microsoft’s Atlas Advertiser Suite from Microsoft, raising the possibility of it expanding its advertising network and servicing ads on third-party websites.
Microsoft acquired Atlas Solutions after buying aQuantive in 2007, though the terms of the Facebook deal have not been disclosed.
Facebook said: “Today’s marketing environment is much more complex than it was just a few short years ago. Marketers and agencies struggle to understand how their efforts across different channels complement and strengthen each other. Consequently, they are forced to adopt siloed marketing strategies for each channel, leading to poor and inconsistent end-user experiences.
“This challenge also provides an opportunity. 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.”
