Facebook buys advertising platform from Microsoft

Facebook has bought the advertising-measurement platform Atlas from Microsoft for an undisclosed sum.

Facebook: acquires ad-measurement platform Atlas from Microsoft
Facebook: acquires ad-measurement platform Atlas from Microsoft

The acquisition shows that Facebook sees its focus on competing with Google and growing its advertising business, and the ability to gain far greater measurement data will help it do that.

Facebook will be able to start tracking the ads that people see and how they then link to purchases. Its main challenge will be how quickly it can integrate the technology.

Atlas was part of Microsoft's $6.3bn acquisition of digital ad agency aQuantive in 2007, which has largely proved a failure, leading to a $6.2bn write off last year.

Read more on this story on The Wall.

Topics

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More