Another revenue stream is in the pipeline! Facebook Inc is set to unveil a new advertising platform to improve effectiveness of online ads as reported by the Wall Street Journal on Monday, citing people with knowledge of the matter.
This product is a redesigned version of Atlas Advertiser Suite, which is an ad management and measurement platform that Facebook (FB) bought from Microsoft Corp last year.
Now marketers will be able to connect with Facebook users more effectively by measuring which users have seen, acted upon or interacted upon the ads that appear on Facebook’s services and on third-party websites and apps. That is how it is expected to help the marketers target the FB users.
Moreover the product will also provide a tool for marketers to buy ads to target FB users across the Web.
aQuantive is a digital ad agency that Microsoft acquired from Atlas. Microsoft took on Atlas with its $6.3 billion disaster acquisition in 2007. Unable to perform as expected, Microsoft announced in 2012 that it was taking a $6.2 billion write down. The acquisition was nearly a loss!
The world’s No.1 Internet social network that still lags behind the market leader Google Inc in US market for online display ads, however did not reveal how much it paid for the technology.
As FB counts, there are 1.5 million advertising customers and the company’s ad business saw strong growth across all of its geographic regions, said CEO Sheryl Sandberg in July.
Year-over-year, the mobile advertising revenue grew 151 percent that accounted for close to 62% of FB’s overall ad revenue in the second quarter.
Surely a good move by Facebook!