Facebook Buys Atlas From Microsoft, Seeks More Proof Of ROI For Its Advertisers

Facebook logoFacebook confirmed its long-rumored acquisition of Atlas from Microsoft. Rumors of the acquisition first surfaced in December. And yesterday, AdAge reported the acquisition would be announced today.

No price was mentioned, but TechCrunch speculated that the figure was considerably less than $100 million.

Microsoft acquired Atlas when it bought aQuantive in 2007 for more than $6 billion, which was Microsoft’s largest acquisition at the time. Redmond essentially wrote off the full value of the acquisition a year ago.

The primary value of Atlas for Facebook is in proving ROI and attribution. The company hopes that it will help end the debate about the value of Facebook advertising.

Facebook said in a blog post that Atlas would help marketers get “a holistic view of campaign performance” and ultimately, along with other tools, help advertisers “close the loop” with their marketing. According to Facebook’s Brian Boland:

“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.

“Our belief is that measuring various touch points in the marketing funnel will help advertisers to see a more complete view of the effectiveness of their campaigns. Acquiring Atlas will be an important step towards achieving this goal.”

Facebook’s Custom Audiences product and its related third-party data deals (announced yesterday) are part of this larger project to provide a complete, online-to-offline marketing solution and greater visibility into ROI for its advertisers.

Related Topics: Channel: Industry | Facebook: Acquisitions | Facebook: Advertising | Facebook: Business Issues | Top News

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • http://www.rancorinfotech.com/ Aasma

    Let’s hope, we would be able to see more accurate and up to date data. So that we can easily optimize our ads for better conversions.

  • sumazla

    The deal between two kings! quite interesting to read… What is the necessity for acquiring Atlas by Facebook?

  • That Guy

    I’m sure the data on how many Likes your Facebook page has received will prove to be very useful… :D

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!