Social giant Facebook is considering the purchase of Microsoft’s advertising platform Atlas Solutions. The deal is expected to cost Facebook less than $100 million.
Rumors of Atlas talks surfaced in December but heated up this past week. A deal is expected to be announced by early next week.
Atlas Solutions assists advertisers in purchasing and managing ads. The company was originally purchased by Microsoft for $6 billion in 2007. Microsoft purchased the platform from aQuantive. To write down the company Microsoft issued a $6.2 billion write down in Q4 2007.
Facebook will likely integrate the Atlas Solutions platform into its own massive advertising system. Competing in the open market could prove challenging as many former customers have since jumped ship to other worthy competitors, including Google’s DoubleClick.
Facebook and Microsoft already work together, Facebook web search results are powered by Microsoft’s Bing search engine.