Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Neustar, Inc.
Protect your website & network
using real-time information & analysis

www.neustar.biz
Microsoft/Windows
See data differently
Average Rating:
Rate this article:  
Facebook Buys Microsoft
Facebook Buys Microsoft's Atlas Advertising Suite for $100M

By Jennifer LeClaire
March 1, 2013 10:33AM

    Bookmark and Share
"There has been debate about the value and efficacy of advertising on the site and in social media more generally," said analyst Greg Sterling of Facebook's decision to buy the Atlas Advertising Suite from Microsoft. "One of the things that Atlas will help Facebook do is provide a better sense of ROI and attribution."
 



How serious is Facebook getting about advertising? Serious enough to spend $100 million on technology that helps it manage and measure digital ad campaigns for marketers and agencies. Facebook is buying the Atlas Advertising Suite from Microsoft.

The Atlas suite aims to make digital marketing faster, easier and more accountable so advertisers can spend more time thinking about strategy and less about execution. Atlas promises tools that help advertisers improve their bottom line.

"Atlas is a leader in campaign management and measurement for marketers and agencies," said Brian Boland, product marketing director at Facebook, in a blog post. "We believe this acquisition will benefit both marketers and users, and we'd like to explain why."

Why Facebook Bought Atlas

Boland goes on to explain that the modern marketing environment is much more complex than it was just a few short years ago. He pointed to marketers and agencies that are struggling 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," Boland said. "This challenge also provides an opportunity. 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."

Facebook is betting Atlas can answer its challenges with tools that give marketers a deeper understanding of ad effectiveness and drive better digital advertising experiences for consumers.

Facebook and Atlas are no strangers. Some Facebook marketers have been using Atlas since June 2012. But Borland said Facebook plans 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," Borland said. "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."

Proving Social Media ROI

Microsoft picked up Atlas as part of its $6 billion aQuantive acquisition in 2007. Atlas has been looking for a buyer for some time, and Facebook's digital advertising platform has matured enough to justify the spend.

Greg Sterling, principal analyst at Sterling Market Intelligence, told us Facebook is seeking to prove that buying ads on Facebook has a clear ROI.

"There has been debate about the value and efficacy of advertising on the site and in social media more generally," Sterling said. "One of the things that Atlas will help Facebook do is provide a better sense of ROI and attribution -- presumably showing that Facebook contributed to or was directly responsible for conversions. It's part of a broader effort that Facebook has undertaken to connect the dots between its ads and conversions, whether they be online or offline."
 

Tell Us What You Think
Comment:

Name:



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Microsoft/Windows
1.   Microsoft Buys InMage Recovery Tech
2.   'Reinvent Productivity,' Nadella Urges
3.   Microsoft Revamps Office 365 Plans
4.   Windows 7 Ends Mainstream Support
5.   Another IE-Focused Patch Tuesday


advertisement
Review: Microsoft's Surface Pro 3
Is it a tablet and laptop replacement?
Average Rating:
Windows 7 Ends Mainstream Support
But extended support still available.
Average Rating:
Another IE-Focused Patch Tuesday
One critical for Internet Explorer.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Report: Chinese Hackers Hit U.S. Personnel Networks
Hackers from China broke into the computer networks of the U.S. Office of Personnel Management earlier this year with the intention of accessing the files of tens of thousands of federal employees.
 
Charges: Russian Stole Data from U.S. Restaurants, Zoo
A Russian man arrested on bank fraud and other charges hacked into computers at restaurants in Washington, hundreds of other retail businesses, and even the Phoenix Zoo, authorities say.
 
Another Month, Another IE-Focused Patch Tuesday
Microsoft rolled out 59 vulnerabilities for Internet Explorer in June. But the IE-patching party is not over yet. Redmond published six new security bulletins on Tuesday; two, critical; three, important.
 

Enterprise Hardware Spotlight
Another Day, Another Internet of Things Consortium Is Born
In the emerging Internet of Things, zillions of devices will be talking to each other. Samsung, Intel and Dell just formed a consortium to ensure each thing can understand what others are saying.
 
Gartner Sales Study Sees Tablets Up, PCs Down but Recovering
Are PCs on the comeback trail? That depends on how you define "comeback." While tablet sales remain strong, Gartner's latest study found PC shipments aren't dropping as fast as they did last year.
 
Review: Warming Up to Tablets with Keyboard Covers
If you've ever thought tablets with keyboard covers were just a poor excuse for a laptop, think again. Nokia's Lumia 2520 comes with an optional keyboard cover that just may change your mind.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | Small Business | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.