Facebook well maybe set to acquire the advertising platform Atlas by Microsoft. The discussions to acquire the platform surfaced in December and the agreement could be announced as early as next week. The price of the deal is expected to be less than $ 100 million.
Atlas Solutions is an ad serving company that assists advertisers in purchasing and managing ads. Microsoft had acquired the platform after purchasing aQuantive in 2007. aQuantive was first set to be purchased for $6 billion but Microsoft suffered a fiscal fourth quarter which made the deal worth $6.2 billion.
Atlas is utilized by the Advertisers and Ad agencies to place ads on websites, as well as to measure the performance of their advertising. But the search giant Google, which has purchased DoubleClick for $3.1 billion is much more efficient and effective, and most of the advertisers since have migrated to DoubleClick.