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SOCIAL MEDIA NEWS: Facebook buys Microsoft ad tech platform

Facebook has acquired Microsoft’s online ad campaign management tool Atlas Advertiser Suite.

Facebook hasn’t disclosed the cost of the deal. The social networking site has previously introduced a number of tools and partnerships to prove to marketers that advertising on the site is worth the cost.

An official Facebook blog post said, “Marketers and agencies struggle to understand how their efforts across different channels complement and strengthen each other. Consequently, they are forced to adopt siloed marketing strategies for each channel, leading to poor and inconsistent end-user experiences."

In the same post, Facebook explained how the move is set to benefit marketers, "We plan to improve Atlas' capabilities by investing in scaling its back-end measurement systems and enhancing its current suite of advertiser tools on desktop and mobile."