Originally posted on VentureBeat:
Back in December, rumors circulated that Facebook planned to acquire Atlas in an effort to build its own external advertising network. Microsoft acquired Atlas Solutions back in 2007 as part of its purchase of aQuantive for $6 billion. Microsoft was apparently interested in offloading the property, and Facebook was interested in buying it.
Today, the deal officially closed. Although the terms have not been disclosed, the price is estimated at under $100 million. Atlas Solutions offers a suite of tools for marketers to serve, track, and measure digital ad campaigns. It delivers billions of impressions every day across multiple channels.
“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…
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