Facebook is buying Microsoft’s Atlas Advertiser Suite, an ad analysis platform, in a move that should increase its advertising revenue and give marketers better information about their campaigns across the social network, on both desktop and mobile.
The terms of the deal, which was announced Thursday afternoon in a blog post, are not being disclosed.
The acquisition comes as Facebook faces growing pressure to raise its ad revenue as more users shift to mobile devices while advertisers remain largely focused on the desktop.
“[It’s] absolutely a way for Facebook to continue to compete with Google for spend in the digital ad space,” said SumAll’s Atkinson.
The Atlas team will continue to be based in Seattle, Facebook noted, adding that the social network’s own Seattle-based engineering and product teams will be “substantially” invested in.