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Facebook buys Microsoft ad technology platform

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Perhaps to compete with Google Inc for online advertising revenue, Facebook Inc. has agreed to buy advertising technology company Atlas Advertiser Suite from Microsoft Corp. Yet, there is no report about the consideration amount.

The move is expected to aid Facebook’s display advertising efforts and improve ad performance metrics as per Facebook.

Atlas is an Advertiser Suite or an ad management and measurement platform that was acquired by Microsoft in 2007 as part of its purchase of online ad service aQuantive Inc. last year.

It can be observed that despite being the most popular social networking site, Facebook enjoys an embarrassing status in lieu of advertisement. Facebook has introduced a number of tools and partnerships to show its efficacy on advertisement to the marketers, but still the position has not improved considerably. In this circumstance, buying of the Atlas Advertising Suite can be seen as a major step by Facebook. Let us wait and watch how much the company can get in return after implementing the new platform.

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