Facebook Acquires Atlas Advertiser Suite from Microsoft

By

Facebook announced yesterday that it has agreed to acquire the Atlas Advertiser Suite from Microsoft. This acquisition is part of Facebook's attempt to build a more effective marketing system around its social network.

As the company explained on its blog, many marketers already use Atlas to advertise on Facebook, and Atlas has been an approved partner for measurement since June. As such, Facebook believes this acquisition will benefit both itself and Atlas' agency and marketer clients, while assuring that current Atlas clients shouldn't notice any change in service.

In fact, Facebook plans to further build on and invest in the Atlas platform, improving its abilities by scaling back its back-end measurement systems and enhancing its current suite of advertiser tools on desktop and mobile platforms. Other plans include improving Atlas' user interface and functionality in order to make it the "most effective, intuitive and powerful ad serving, management and measurement platform in the industry."

Furthermore, when combined with Nielsen and Datalogix, Atlas will help advertisers to "close the loop" and compare their Facebook campaigns to all others across the Web, whether desktop or mobile.

However, some are not as positive about this acquisition as Facebook, pointing out the fact that Microsoft's acquisition of Atlas led it to post its first quarterly net loss ever as it had to write the $6.2 billion purchase off in 2012.

Still, though, Facebook pointed out that the marketing environment of today is different than five and a half years ago when Microsoft first purchased Atlas, while the pairing of Facebook and Atlas does certainly make a lot more sense than Atlas and Microsoft.

This acquisition is just a part of Facebook's campaign to strengthen its revenue streams while searching for new ones. Indeed, the company has been releasing new features and services consistently for the past year or so, such as a new messenger app that emulates Snapchat's self-destructible messaging service.




Edited by Braden Becker
Get stories like this delivered straight to your inbox. [Free eNews Subscription]

TechZone360 Contributing Writer

SHARE THIS ARTICLE
Related Articles

Enhancing Cybersecurity Measures for Modern Businesses

By: Contributing Writer    7/2/2025

Cyberattacks are rising, and businesses of all sizes feel the pressure. Small companies often think they're too small to be targets. They aren't. Hack…

Read More

Lessons Learned from Enterprise Oracle Cloud Migrations

By: Contributing Writer    7/1/2025

Switching to Oracle Cloud can feel daunting. Security risks, unexpected expenses, and performance troubles often turn what seems like an effortless up…

Read More

Protecting Business Assets with Smarter Security Frameworks

By: Contributing Writer    7/1/2025

Protecting your business is more challenging than ever. Cyber threats are increasing every day. Hackers target small and large businesses alike, searc…

Read More

Emerging Trends in Technology and Their Impact on Future Innovations

By: Contributing Writer    7/1/2025

Technology is changing faster than ever. Business owners often struggle to keep up. What's trending today might be outdated tomorrow. Falling behind c…

Read More

Tech Podcast Award Winners Bring Excitement and Enthusiasm to a Range of Important Tech Topics

By: TMCnet Staff    6/18/2025

Tech Podcast Award winners produce engaging, informative, and often entertaining content, bringing valuable insight from industry front lines to the e…

Read More