Facebook acquired Atlas Solutions from Microsoft in February and extolled its virtues during its first-quarter earnings call earlier this month. Now, the social network told its largest advertisers that Atlas’ view tags can be used to track targeted ads using its custom audiences, partner categories, and lookalike audiences options, sister blog Inside Facebook reported.
Measurement was a key topic discussed by Facebook Chief Operating Officer Sheryl Sandberg during the social network’s first-quarter earnings call Wednesday, and the company’s plans for Atlas Solutions, which it acquired from Microsoft in February, were front and center.
Facebook’s transition to a mobile-first company continued with great speed during the first quarter of 2013, as the social network reported that 30 percent of its total advertising revenue during the period came from mobile, up from 23 percent in the fourth quarter of 2012.
Spruce Media, a Facebook Strategic Preferred Marketing Developer, examined the state of Facebook advertising in the first quarter of 2013, and reported mostly positive results, in advance of the social network’s first-quarter earnings call Wednesday afternoon.
On Thursday, Facebook officially announced the acquisition of Atlas from Microsoft, allowing the social network to cater to large advertisers and agencies looking to better measure the effectiveness of their campaigns. Facebook Ads Product Director Gokul Rajaram spoke with AdExchanger regarding what this means for the company.
Following up on its report earlier this month that Facebook was nearing the acquisition of the Atlas Solutions) ad-serving business from Microsoft, Ad Age reported that the two parties will announce the transaction Thursday.