Washington: 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.
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.
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.
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.
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.
Mobile advertising revenue grew 151 percent year-over-year, accounting for roughly 62 percent of Facebook`s overall ad revenue in the second quarter.
Bureau Report
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