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
Vblock™ Systems:
Advanced converged infrastructure
increases productivity & lowers costs.

www.vce.com
Thursday, April 24th 
24/7/365 Network Uptime!
This ad will display for the next 20 seconds. Please click for more information, or scroll down to pass the ad, or Close Ad.
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
 

Business Briefing

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."

Your Next Generation Data Center Is Here! Vblock™ Systems: the world's most advanced converged infrastructure are built on the Cisco Unified Computing System with Intel® Xeon® processors. Vblock™ Systems deliver extraordinary time to market, ROI and TCO, and flexibility to meet your continually changing demands with 5X faster deployment, 96% less downtime, and 1/2 the cost. Click here to learn more.

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:



 Business Briefing
1. AT&T in $500M Net Video Partnership
2. High Court To Hear Aereo Dispute
3. Aereo CEO Speaks Out on Future
4. Uber Meets Local Lookalikes in Asia
5. Otherworldly Ambitions of Elon Musk




 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. Intel Bets on Cloudera for Big Data Analytics
5. SAP HANA Data Warehouse App Gets Faster 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

  Fund Seeks To Head Off Heartbleeds
  Salesforce Developing App SOS Button
  Google Maps, Now with Time Travel
  Lessons from Verizon's Threat Report
  NYPD Twitter Campaign Backfires

 Technology Marketplace
Business Intelligence
Get real-time, cloud-based information services with Neustar.
 
Cloud Computing
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
 
Hardware
Protect your network with APC Smart-UPS battery backup
 
Network Security
Protect your network with APC Smart-UPS battery backup
 

Network Security Spotlight
Tech Giants Fund Initiative To Prevent Future Heartbleeds
Can more funding prevent Heartbleed vulnerabilities in future open-source software? A new Core Infrastructure Initiative at the Linux Foundation is attempting to find out.
 
What Verizon's Data Breach Report Can Teach Enterprises
It’s probably not a jaw-dropper, but cyberespionage is officially on the rise. And the use of stolen or misused credentials is still the leading way the bad guys gain access to corporate information.
 
Top Cyberthreats Exposed by Verizon Report
Beyond Heartbleed, there are cyberthreats vying to take down enterprise networks, corrupt smartphones, and wreak havoc on businesses. Verizon is exposing these threats in a new report.
 
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.