Facebook has confirmed buying Microsoft’s ad technology platform Atlas Advertiser Suite, a leader in campaign management and measurement for marketers and agencies. Atlas Advertiser Suite will measure the effectiveness of the ads displayed on Facebook and help it better understand its performance.
Owing to ever-increasing competition in the marketing world, many companies have started using foul marketing tactics to beat their competitors, but they end up irking their customers. The unsatisfactory user experience in one way presents an opportunity for the advertisers to check their performance and do their job in a better way. Explaining the reason behind acquiring Atlas Advertiser Suite, Facebook said:
“If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the right time. Atlas has built capabilities that allow for this kind of measurement, and enhancing these systems will give marketers a deeper understanding of effectiveness and lead to better digital advertising experiences for consumers.”
Atlas is currently based in Seattle and Facebook intends not to move the team from there. So the operations will keep on running from Seattle where Facebook will invest in the ad technology platform to get even better services. Facebook said about investing in Atlas.
“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.”
According to Reuters, being able to measure the effectiveness of the ads on its websites should help Facebook in its fight with Google for online advertising revenue. Facebook will now need to integrate its data with Atlas tools and as soon as it is done with it, the company can start gaining benefits out of the new acquisition.
According to Facebook, the current clients of Atlas will not see any change in the service they receive today.
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