Facebook Inc 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.<\/p>\n
The product is a redesigned version of Atlas Advertiser Suite, an ad management and measurement platform that Facebook bought from Microsoft Corp last year.<\/p>\n
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.<\/p>\n
The product will also provide a tool for marketers to buy ads to target Facebook users across the Web.<\/p>\n
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.<\/p>\n
The world’s No.1 Internet social network, which lags behind market leader Google Inc in U.S. market for online display ads, did not reveal how much it paid for the technology.<\/p>\n
Facebook counts 1.5 million advertising customers and the company’s ad business saw strong growth across all of its geographic regions, Chief Operating Officer Sheryl Sandberg told Reuters in July.<\/p>\n
Mobile advertising revenue grew 151 percent year-over-year, accounting for roughly 62 percent of Facebook’s overall ad revenue in the second quarter.<\/p>\n
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