On Thursday, Facebook announced that it has agreed to acquire the Atlas Advertiser Suite from Microsoft. The Atlas Advertiser Suite is a world-class media measurement platform, delivering billions of impressions every day. Through this acquisition, Facebook aims to help advertisers to see a more complete view of the effectiveness of their campaigns.
The Facebook blog stated,”Many marketers that advertise on Facebook today use Atlas, and Atlas has been an approved partner for measurement since June. Today’s agreement brings us closer together in a way that benefits both Facebook and Atlas’ agency and marketer clients. Atlas clients should not see any change to the service they receive today, and we will continue to innovate and invest in the Atlas platform.”
It further added,”We plan to improve Atlas’ capabilities by investing in scaling its back-end measurement systems and enhancing its current suite of advertiser tools on desktop and mobile. We will also work to improve the user interface and functionality with the goal of making Atlas the most effective, intuitive, and powerful ad serving, management and measurement platform in the industry. Ultimately, Atlas’s powerful platform, combined with Nielsen and Datalogix, will help advertisers close the loop and compare their Facebook campaigns to the rest of their ad spend across the web on desktop and mobile.”
The Atlas Team will continue to operate from its current location Seattle.