Facebook to Buy Microsoft Media Measurement Platform?

According to reports in the press, Facebook is in talks with Microsoft to buy the latter's Atlas Solutions media measurement platform, for something under $100m.

Microsoft bought Atlas in 2007, as part of its $6.2 billion acquisition of Internet ad agency aQuantive.

Through the Atlas Advertiser Suite campaign management and measurement platform, which delivers billions of impressions every day, advertisers and agencies can plan, manage, track and optimize their digital campaigns. In addition to these capabilities, Atlas offers advanced analytics and media attribution measurement with engagement mapping, or it can provide raw data files which clients can analyze themselves.

According to recent unconfirmed reports, the acquisition may lead to the two firms launching an ad network to rival Google.

Web site: www.atlassolutions.com .