With acquisition of Atlas complete, Facebook looks to improve ad measurement


Facebook COO Sheryl Sandberg shared today on the company’s first quarter earnings call that its acquisition of Atlas from Microsoft closed last week and that she welcomed the team to Facebook today.

Atlas Advertiser Suite is a platform that advertisers and agencies use to plan, manage, track and optimize their digital marketing. Facebook agreed to buy the platform and Seattle-based team from Microsoft at the end of February.

Sandberg said Atlas is important for its measurement capabilities, not its potential to power an ad network, which many have speculated about.

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