Report: Facebook To Acquire Microsoft Atlas Ad-Serving Business

By David Cohen 

Facebook and Microsoft are expected to announce a deal, possibly by next week, for the social network to acquire the software giant’s Atlas ad-serving business, according to a report in Ad Age.

Ad Age said neither company would comment on the news, adding that the price tag on the transaction would likely be under $100 million, based on previous bids ranging from $30 million to $50 million.

According to Ad Age, Facebook is interested in Atlas as a means of allowing large advertisers and agencies to connect directly to the social network and better measure the effectiveness of their campaigns, as well as with an eye toward a potential off-Facebook ad network.

Ad Age pointed out that Facebook would be an ideal landing spot for Atlas in Microsoft’s eyes, as Microsoft has already invested in the social network, and it views Facebook as a threat to one of its rivals, Google.

Readers: If the report by Ad Age proves to be true, why do you think Facebook is targeting Atlas?