MUMBAI: Facebook has said that it has acquired media measurement platform Atlas Advertiser Suite from Microsoft which it believes will benefit both marketers and users.

Atlas is a leader in campaign management and measurement for marketers and agencies. It is part of Microsoft‘s 2007 purchase of aQuantive for $6.3 billion.

The social networking service provider believes that in a complex marketing environment where marketers and agencies struggle to understand how their efforts across different channels complement and strengthen each other, Atlas will allow them to get a holistic view of campaign performance.
 
"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 said in a statement.
"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."

The company said that it 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," the company added.

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.