Shelly Palmer

WSJ: Facebook Set to Unveil New Advertising Platform

Facebook is set to unveil a new advertising platform to improve effectiveness of online ads, the Wall Street Journal reported on Monday citing people with knowledge of the matter. The product is a redesigned version of Atlas Advertiser Suite, an ad management and measurement platform that Facebook bought from Microsoft Corp last year. It is expected to help marketers target Facebook users more effectively by measuring which users have seen, interacted or acted upon ads that appear on Facebook’s services and on third-party websites and apps. The product will also provide a tool for marketers to buy ads to target Facebook users across the Web. Microsoft took on Atlas with its $6.3 billion acquisition of digital ad agency aQuantive in 2007. Unable to make it work for its own purposes, Microsoft wrote off $6.2 billion of the aQuantive deal’s value in 2012.

Read the full story at Reuters.