After weeks of rumors, Facebook today announced it will buy the Atlas Advertiser Suite away from Microsoft. Despite rumors, Facebook said it didn’t buy Atlas to launch an ad network, but to help advertisers “close the loop” and understand how their spend earns them money. The Seattle-based Atlas team will stay put, but Facebook plans to invest in back-end scaling and better measurement.
Discussions between the tech giants were first reported by Business Insider in December. AdAge has been closely following the story and provided many leaked details, including that Microsoft had been aggressively searching for a buyer and that the price was to be less than $100 million, following previous bids in the $30 million to $50 million range. Microsoft originally acquired Atlas through a $6.2 billion purchase of its parent company aQuantive, which also owned Avenue A / Razorfish and DRIVE Performance Solutions.
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