Facebook Acquires Atlas

Last year we blogged about the possibility of Facebook acquiring Atlas from Microsoft. Well, it happened.

Last year we blogged about the possibility of Facebook acquiring Atlas from Microsoft . Well, it happened.

At the end of February, Facebook publicly announced the acquisition to "enhance ad-serving capability and help marketers better track the value of ad spending on the social network".

What we're interested in first of all, is what Facebook magic can do to improve the tracking tool's capabilities - at this point it's just speculation. The next item of interest is of course what Facebook is going to do with that capability. It is believed that Facebook will use it to do the reverse of what FBX has achieved, making it possible to use Facebook data across the Web, which would make it one of the most powerful display advertising tools out there.

We can't wait to see what unfolds...