Facebook has confirmed that they will be purchasing Microsoft's Atlas Ad Suite. Facebook will keep the current Atlas team as they are and Facebook is looking to invest in back-end scaling and better measurement tools. We've previously reported about the rumored acquisition of Atlas by Facebook here.
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.
Facebook and Microsoft did not disclose the purchase price, though the price was rumored to be under 100 million.
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