Facebook has announced today (February 28th) that the social media company has acquired Microsoft's Atlas Advertiser Suite, and the team that goes along with it. This acquisition allows Facebook to strengthen its relationship with Microsoft.
"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 stated in an official post.
Since Atlas is based in Seattle, Facebook will acquire the team and continue to operate from Seattle. Facebook wants to invest and build on the current Seattle engineering and product teams. Current Atlas clients will not see any changes to service (however this can change in the future). Facebook did not disclose how much the acquisition cost Microsoft.