While Facebook isn’t saying so, its acquisition of Atlas might just pave the way for a more aggressive recruitment advertising battle with LinkedIn and other social recruitment services.
According to TechCrunch, Facebook is NOT building an ad network.
Atlas, used by many Facebook advertisers already, enables advertising campaign planning, online ad buys and impact measurement. Facebook, as evidenced by its recent Social Jobs Partnership product, is clearly focused on recruitment. (AIM Group clients, see CIR 14.01, Jan 17, for details on the Partnership.)
The screenshot below, courtesy of TechCrunch, clarifies Atlas services. Find more details on TechCrunch. See the Facebook announcement below.
Facebook to Acquire Atlas from Microsoft
February 28, 2013
By Brian Boland
We’re pleased to announce that we have agreed to acquire the Atlas Advertiser Suite from Microsoft. Atlas is a leader in campaign management and measurement for marketers and agencies. We believe this acquisition will benefit both marketers and users, and we’d like to explain why.
Today’s marketing environment is much more complex than it was just a few short years ago. 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.
This challenge also provides an opportunity. If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the right time. Atlas has built capabilities that allow for this kind of measurement, and enhancing these systems will give marketers a deeper understanding of effectiveness and lead to better digital advertising experiences for consumers.
Many marketers that advertise on Facebook today use Atlas, and Atlas has been an approved partner for measurement since June. Today’s agreement brings us closer together in a way that benefits both Facebook and Atlas’ agency and marketer clients. Atlas clients should not see any change to the service they receive today, and we will continue to innovate and invest in the Atlas platform.
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. We will also work to improve the user interface and functionality with the goal of making Atlas the most effective, intuitive, and powerful ad serving, management and measurement platform in the industry. Ultimately, Atlas’s powerful platform, combined with Nielsen and Datalogix, will help advertisers close the loop and compare their Facebook campaigns to the rest of their ad spend across the web on desktop and mobile.
Our belief is that measuring various touch points in the marketing funnel will help advertisers to see a more complete view of the effectiveness of their campaigns. Acquiring Atlas will be an important step towards achieving this goal.
Atlas is based in Seattle and the team will continue to operate from there. Our Seattle engineering office already drives important parts of our ad system, and we plan to substantially invest in and build out our Seattle engineering and product teams. We look forward to further building out the Atlas platform to help marketers better understand how well their campaigns perform, and to help them optimize their campaigns.
We look forward to welcoming the Atlas team.