Facebook has grown to become much more than just a means of communication between people. It has become an essential platform where brands communicate with their target audience and many a times this can prove to be the link between success and failure of a company. The social media giant today announced its plans to acquire the Atlas Advertiser Suite, a media measurement platform from Microsoft, to give companies a more in-depth view into how well their ads on the site are working.
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By providing the Atlas suite to marketers and agencies, Facebook is giving them a more holistic view of their campaign performance. This will allow them to see how well their ads are doing in terms of sending the message across to the right audience and make changes if and when required. Also Read - What happens to your Facebook account after you die?
Facebook has said that they won’t be making any changes on Atlas any time soon, but will slowly work towards improving the suite’s capabilities at the back-end and enhance its current suite of advertiser tools on desktop and mobile. In the near future it will also be making slight changes to the UI and functionality with the aim of helping advertisers close the loop and compare their Facebook campaigns to the rest of their ad spend across the web on desktop and mobile. Also Read - WhatsApp Multi-device support confirmed, public beta rollout begins in two months: Mark Zuckerberg
Facebook didn’t reveal how much this acquisition is set to cost them, but according to a report on Adage, the deal is believed to be under $100 million.