Facebook Inc on 28 February 2013 announced that it agreed to buy advertising technology called Atlas Advertiser Suite, from the Microsoft Corp. The advertising technology of Microsoft Corp allows to measure ad-effectiveness on the website. Buying this ad technology from Microsoft Corp will help Facebook in competing with Google Inc for the purpose of advertising revenue on the Internet.
Atlas Advertiser Suite will be purchased by Facebook Inc. Atlas Advertiser Suite is the ad management and measurement platform which was acquired by Microsoft from digital ad agency aQuantive for 6.3 billion US Dollars in 2007.
Facebook was doubted since long in terms of effectiveness of the ads and since then, it has also introduced various partnerships and tools for proving effectiveness of paid advertising on its network.
Facebook’s director of monetization product marketing declared that purchasing Atlas was not about creation of extensive ad network, but the ultimate goal of the social networking site.
At present, Google is the market leader in US markets in terms of online display ads with 15.4 percent market share. Facebook follows next with 14.4 percent market share.