Facebook Buys Atlas From Microsoft

  • Ad Platform
  • Competition from Adsense
  • Improve tools for advertisers

Facebook has finally closed the deal with Microsoft and will now acquire Atlas – the Redmond company’s advertising platform.

  • Ad Platform
  • Competition from Adsense
  • Improve tools for advertisers

Facebook has finally closed the deal with Microsoft and will now acquire Atlas – the Redmond company’s advertising platform.

The deal has been running around the rumour mill since December last year and both companies have yet to disclose the price of the transaction. According to reports, Facebook plans to invest in improving Atlas’s back-end measurement system and user interface to make it easier to use since a lot of advertisers on Facebook are already using the platform.

Furthermore, Facebook’s acquisition of Atlas, although not directly implied will give the company the ability to serve ads outside their website, which can also make it a direct competitor to Google’s Ad serving platform – Adsense.

Microsoft on the other hand said that the selloff was in line with their efforts to focus more on their devices and services and that the deal was beneficial to both parties. Moreover, the acquisition will further strengthen the existing partnership between the two companies.

According to rumours and reports, Facebook bought Atlas at an estimated price of $100 million. Microsoft bought the Atlas assets back in 2007 for around $6 billion from aQuantive.

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