Facebook confirms purchase of Microsoft's Atlas to boost ad sales

March 01, 2013

Facebook is buying Microsoft's Atlas Advertiser Suite, an ad analysis platform, in a move that should increase its advertising revenue and give marketers better information about their campaigns across the social network, on both desktop and mobile. The terms of the deal, which was announced Thursday afternoon in a blog post, are not being disclosed. The acquisition comes as Facebook faces growing pressure to raise its ad revenue as more users shift to mobile devices while advertisers remain largely focused on the desktop. The deal's rationale is based on the fact that businesses and advertising agencies are struggling to gauge the success of their campaigns across channels, Facebook said, and are often left in the dark on how their different marketing efforts strengthen or complement each other. To read this article in full or to leave a comment, please click here

Link: http://www.pcworld.com/article/2029718/facebook-confirms-purchase-of-microsofts-atlas-to-boost-ad-sales.html