Facebook verified its long-rumored purchase of Atlas, previously owned by Microsoft.
Nobody knows the actual price yet, although TechCrunch theorized the price was less than 100 millions. 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.
Facebook’s main priority is to improve advertisers’ ROI, hoping the long-lasted debate about Facebook’s advertising quality ends with the purchase of Atlas.
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.
For people on a tight marketing budget Facebook’s paid advertising might not be the best deal… so let’s take a closer look at FB’s recently launched Graph Search, which will basically help you a lot finding people, places, basically sorting out everything you like: