Facebook has announced that it has finalised an agreement to purchase Microsoft’s Atlas Advertiser Suite, a move which will give the social media site new capabilities for campaign marketing and measurement.
The ubiquitous social media site intends to improve Atlas’ capabilities through enhancements to an existing suite of tools and improvements to user functionality in a bid to allow marketers and agencies to better compare Facebook campaigns to ad spend across the web, desktop and mobile.
In a statement Facebook’s Brian Bolland said: “Today's marketing environment is much more complex than it was just a few short years ago. Marketers and agencies struggle to understand how their efforts across different channels complement and strengthen each other. Consequently, they are forced to adopt siloed marketing strategies for each channel, leading to poor and inconsistent end-user experiences.
“This challenge also provides an opportunity. 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 messages get in front of the right people at the right time. Atlas has built capabilities that allow for this kind of measurement, and enhancing these systems will give marketers a deeper understanding of effectiveness and lead to better digital advertising experiences for consumers.”