Facebook Announces Atlas Solutions Acquisition From Microsoft
Deal improves social network’s attribution capabilities
Facebook's much–reported plan to acquire Microsoft's Atlas ad server is finally a go. On Thursday the companies announced the acquisition agreement.
However, a number of industry veterans have questioned the buy, pointing to Atlas’s subpar technology compared to Google’s market-dominant DoubleClick ad server. Facebook’s director of product marketing Brian Boland acknowledged as much in a blog post announcing the deal.
“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,” Boland wrote.
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