Acquisition could improve content for Facebook users

Graeme Parton +

It has been suggested that Facebook users will soon benefit from improved experiences when it comes to promotional content after the social networking firm acquired Microsoft’s Atlas Advertiser Suite.

The suite, which has been one of Facebook’s certified partners since June last year, provides agencies and marketers with measurement support and campaign management to ensure online content is effective.

Facebook claims that the new acquisition will make it easier for brands to understand the ways in which various advertising channels can work together; including traditional desktop solutions and innovative mobile advertising. It is thought that Facebook made the move in an attempt to combat the increasingly complex nature of online marketing techniques.

The company, which is no stranger to update-related uproar, also assured its users that the normal social media service it provides would not be majorly affected by the acquisition and that the changes made fall in line with its policy for investment and innovation.

In a statement made about the developments, Facebook said:

“If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the right time.

“Atlas has built capabilities that allow for this kind of measurement, and enhancing these systems will give marketers a deeper understanding of effectiveness and lead to better digital advertising experiences for consumers.”

Changes to the way in which social media can be used as a promotional tool should be closely monitored by businesses. A recent study by Ad Age saw nearly half of businesses claim that, for them, the ROI generated by Facebook was on par with search sites like Yahoo and Google; proving that with suitable content and the necessary monitoring, a social media campaign can be extremely successful.