Facebook buys a measurement tool

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Pressure on Facebook to be more profitable to grow. In Menlo Park know. His recent efforts focus on providing more data to advertisers about the effectiveness of their investments.



So far using Nielsen and Datalogix. From June 2012 to hire the services of Atlas , owned by Microsoft. Brian Boland , director of product marketing at Facebook, announced the acquisition of this platform, but does not provide data regarding the price. The specialized web AdAge estimates that the figure has not been less than 80 million euros .

In the official post the manager explains the reasons for the purchase: “help advertisers to have a closer and more complete of all its activities and comparing Facebook campaigns engaged in with the rest of your ads on the web, and either on the computer or on the phone. ” The Atlas team will become part of Google, but will remain in its current location, in Seattle.

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