Social notworking company Facebook has bought advertising technology from Microsoft that measures the effectiveness of ads on its website. Facebook said that the move should help in its scrap with Google for online advertising revenue.
Facebook will purchase the Atlas Advertiser Suite, an ad management and measurement platform that Microsoft took on with its $6.3 billion acquisition of digital ad agency aQuantive in 2007. Facebook did not say how much it paid for the product. Microsoft wrote off $6.2 billion of the aQuantive deal's value last year because it could not do anything with it.
Facebook has long been dogged by doubts about the effectiveness of its ads. It has introduced a number of tools and partnerships to prove to marketers that advertising on its social network was an effective tool. Brian Boland, Facebook's director of monetization product marketing, said the purchase of Atlas was not a step toward creating a much wider ad network beyond the Facebook site, but analysts believe that is Facebook's ultimate goal.