Facebook on Thursday confirmed that it has agreed to acquire the Atlas Advertiser Suite from Microsoft. Atlas is a leader in campaign management and measurement for marketers and agencies. We believe this acquisition will benefit both marketers and users.

“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” said Brian Boland in a blog.

It however did not disclose terms of the deal.

Atlas is based in Seattle and the team will continue to operate from there. Our Seattle engineering office already drives important parts of our ad system, and we plan to substantially invest in and build out our Seattle engineering and product teams

Facebook said that it 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.

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.

“Today's marketing environment is much more complex than it was just a few short years ago. Marketers and agencies struggle to understand how their efforts across different channels complement and strengthen each other. Consequently, they are forced to adopt siloed marketing strategies for each channel, leading to poor and inconsistent end-user experiences” He said.

Many marketers that advertise on Facebook today use Atlas, and Atlas has been an approved partner for measurement since June. Today's agreement brings us closer together in a way that benefits both Facebook and Atlas' agency and marketer clients. Atlas clients should not see any change to the service they receive today, and we will continue to innovate and invest in the Atlas platform.

“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”, Brian said.

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