CIO Today

CIO Today Network Sites:   Top Tech News  |   CIO Today   |   Mobile Tech Today   |   Data Storage Today
Daily Briefing for Technology's Top Decision-Makers
Saturday, April 19th 
24/7/365 Network Uptime!
Trending Topics:   Security Heartbleed Big Data Cloud Computing Windows XP Data Centers OS X Mavericks
Home
Enterprise Software
Enterprise Hardware
Big Data
Network Security
Cloud Computing
CRM Systems
Data Storage
Operating Systems
Communications
CIO Issues
Mobile Tech
Chips & Processors
World Wide Web
Business Briefing
After Hours
Press Releases
 
Free Newsletters
Top CIO News
 
Mobile Tech Today
 

Enterprise Software

Facebook Buys Microsoft's Atlas Advertising Suite for $100M

Facebook Buys Microsoft
March 1, 2013 10:33AM

Bookmark and Share
"There has been debate about the value and efficacy of advertising on the site and in social media more generally," said analyst Greg Sterling of Facebook's decision to buy the Atlas Advertising Suite from Microsoft. "One of the things that Atlas will help Facebook do is provide a better sense of ROI and attribution."

APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.

How serious is Facebook getting about advertising? Serious enough to spend $100 million on technology that helps it manage and measure digital ad campaigns for marketers and agencies. Facebook is buying the Atlas Advertising Suite from Microsoft.

The Atlas suite aims to make digital marketing faster, easier and more accountable so advertisers can spend more time thinking about strategy and less about execution. Atlas promises tools that help advertisers improve their bottom line.

"Atlas is a leader in campaign management and measurement for marketers and agencies," said Brian Boland, product marketing director at Facebook, in a blog post. "We believe this acquisition will benefit both marketers and users, and we'd like to explain why."

Why Facebook Bought Atlas

Boland goes on to explain that the modern marketing environment is much more complex than it was just a few short years ago. He pointed to marketers and agencies that are struggling 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," Boland said. "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."

Facebook is betting Atlas can answer its challenges with tools that give marketers a deeper understanding of ad effectiveness and drive better digital advertising experiences for consumers.

Facebook and Atlas are no strangers. Some Facebook marketers have been using Atlas since June 2012. But Borland said Facebook plans to improve Atlas' capabilities by investing in scaling its back-end measurement systems and enhancing its current suite of advertiser tools on desktop and mobile.

"We will also work to improve the user interface and functionality with the goal of making Atlas the most effective, intuitive, and powerful ad serving, management and measurement platform in the industry," Borland said. "Ultimately, Atlas's powerful platform, combined with Nielsen and Datalogix, will help advertisers close the loop and compare their Facebook campaigns to the rest of their ad spend across the Web on desktop and mobile."

Proving Social Media ROI

Microsoft picked up Atlas as part of its $6 billion aQuantive acquisition in 2007. Atlas has been looking for a buyer for some time, and Facebook's digital advertising platform has matured enough to justify the spend.

Greg Sterling, principal analyst at Sterling Market Intelligence, told us Facebook is seeking to prove that buying ads on Facebook has a clear ROI.

"There has been debate about the value and efficacy of advertising on the site and in social media more generally," Sterling said. "One of the things that Atlas will help Facebook do is provide a better sense of ROI and attribution -- presumably showing that Facebook contributed to or was directly responsible for conversions. It's part of a broader effort that Facebook has undertaken to connect the dots between its ads and conversions, whether they be online or offline."

Tell Us What You Think
Comment:

Name:



 Enterprise Software
1. Android Gets Chrome Remote Desktop
2. NSC Backs Disclosing Vulnerabilities
3. Silverpop: IBM Marketing Gets Personal
4. Google Expands Virus Scans to All Apps
5. VMware Horizon 6 Folds In AirWatch




 Most Popular Articles
1. BlackBerry Drops T-Mobile After Nasty Spat
2. Cisco, IBM Launch Internet of Things Consortium
3. Salesforce CRM Gets Industry Specific for Internet of Customers
4. IBM Applies Big Data Analytics To Fight Against Fraud
5. Intel Bets on Cloudera for Big Data Analytics

Have an informed opinion on this story?
Send a Letter to the Editor.
We want to know what you think.
Send us your Feedback.

 Related Topics  Latest News & Special Reports

  Galaxy S5 Phone: Less Can Be More
  Heartbleed Exploit Could Cost Millions
  Poll: A Mix of Feelings on Future Tech
  Google, Rockstar Suit Stays in Calif.
  Michaels: Nearly 3M Cards Breached

 Technology Marketplace

Business Intelligence
Get real-time, cloud-based information services with Neustar.
 
Cloud Computing
BMC's I.T. solutions unleash the power of your business
Next Generation Data Center Is Here! Vblock™ Systems from VCE
 
Contact Centers
HP delivers the future of the contact center with HP Qfiniti 10.
 
Data Storage
Next Generation Data Center Is Here! Vblock™ Systems from VCE
Barium Ferrite (BaFe) is the future of tape.
2.5" Enterprise-class SATA & SAS SSDs for server & storage applications
 
Enterprise Hardware
Barium Ferrite (BaFe) is the future of tape.
2.5" Enterprise-class SATA & SAS SSDs for server & storage applications
 
Enterprise I.T.
BMC's I.T. solutions unleash the power of your business
 
Hardware
Protect your network with APC Smart-UPS battery backup
 
Network Security
Protect your network with APC Smart-UPS battery backup
 

Network Security Spotlight
Heartbleed Could Cost Millions, Could Have Been Prevented
Early estimates of Heartbleed’s cost to enterprises are running in the millions. The reason: revoking all the SSL certificates the bug exposed will come at a very hefty price. Some say it all could have been avoided.
 
Michaels Says Nearly 3M Credit, Debit Cards Breached
Arts and crafts retail giant Michaels Stores has confirmed that a data breach at its POS terminals from May 2013 to Jan. 2014 may have exposed nearly 3 million customer credit and debit cards.
 
Google's Street View Software Unravels CAPTCHAs
The latest software Google uses for its Street View cars to read street numbers in images for Google Maps works so well that it also solves CAPTCHAs, those puzzles designed to defeat bots.
 

Enterprise Hardware Spotlight
Vaio Fit 11A Battery Danger Forces Recall by Sony
Using a Sony Vaio Fit 11A laptop? It's time to send it back to Sony. In fact, Sony is encouraging people to stop using the laptop after several reports of its Panasonic battery overheating.
 
Continued Drop in Global PC Shipments Slows
Worldwide shipments of PCs fell during the first three months of the year, but the global slump in PC demand may be easing, with a considerable slowdown from last year's drops.
 
Google Glass Finds a Home in Medical Education, Practice
The innovative headpiece may find its niche in markets where hands-free access to data can be a big advantage. Glass experiments for doctors are already under way, with some promising results.
 

Mobile Technology Spotlight
Review: Siri-Like Cortana Fills Windows Phone Gap
With the new Cortana virtual assistant, Windows catches up with Apple's iOS and Google's Android in a major way, taking some of the best parts of Apple's and Google's virtual assistants, with new tools too.
 
With Galaxy S5, Samsung Proves Less Can Be More
Samsung has produced the most formidable rival yet to the iPhone 5s: the Galaxy S5. The device is the fifth edition of the company's successful line of Galaxy S smartphones, and shows less can be more.
 
Facebook Rolls Out Potentially Intrusive Location-Sharing
Looking for friends? Facebook users in the U.S. will soon be able to see which of their friends are nearby, using a smartphone's GPS. Could be a cool feature in some cases, or way too much information.
 

Navigation
CIO Today
Home/Top News | Enterprise Software | Enterprise Hardware | Big Data | Network Security | Cloud Computing | CRM Systems
Data Storage | Operating Systems | Communications | CIO Issues | Mobile Tech | Chips & Processors | World Wide Web
Business Briefing | After Hours | Press Releases
Also visit these Enterprise Technology Sites
Top Tech News | CIO Today | Mobile Tech Today | Data Storage Today

Services:
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About CIO Today Network | How To Contact Us | Article Reprints | Services for PR Pros (In partnership with NewsFactor) | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 CIO Today. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.