Facebook has finally confirmed what was being reported for a while now: The social network is acquiring the Atlas Advertiser Suite from Microsoft.
“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,” writes Brian Boland of Facebook in the company’s announcement.
“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,” Boland continues. “Acquiring Atlas will be an important step towards achieving this goal.”
This acquisition is part of Facebook’s larger initiative to give advertisers better insights into ROI and the online-to-offline benefits of its ads.
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