Hasta La Creative!

Facebook is planning to announce its long-rumored acquisition of Microsoft’s Atlas Solutions division tomorrow, according to two people briefed on the plans. Ad Age reported earlier this month that the deal was imminent. Like all announcements, there is the chance for a delay, but all parties are planning to make the deal public tomorrow.

While the ad-tech world still debates the main reason for the deal – is it about Facebook proving that advertiser conversions can be attributed to its ads or about Atlas’ ad-serving tech helping to build a Facebook ad network around the web? (answer: probably a bit of both) – Microsoft already indirectly made its pitch to Facebook publicly…in a blog post seven months ago.

“Through Atlas’s Click Purchase Path Analysis, [advertisers] can glean insights into where Facebook advertising dwells as an introducer, influencer, or closer across each unique click path, essentially creating a virtual representation of the digital conversion funnel,” read the blog post, written by Sanjay Vasdev, a senior market analyst at Microsoft, according to LinkedIn.

Continue reading at AdAge.com