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Facebook prepares ‘Google-beating’ advertising platform

Revamped suite, acquired from Microsoft, hoped to pave way for ad market dominance

Facebook prepares ‘Google-beating’ advertising platform

Facebook Inc has reworked an advertising platform it bought from Microsoft Corp, in the hope it may pose a serious challenge to Google in the online marketing realm, according to a report from Wall Street Journal, which cited unnamed insiders.

According to the Journal, Facebook will unveil the platform next week.

Facebook purchased Atlas Advertiser Suite from Microsoft last year. The platform is designed to manage and measure ad content engagement across in-house and third-party webpages and apps. It logs views, interactions and click-throughs.

Microsoft acquired the Atlas property as part of its takeover of digital ad agency aQuantive in 2007. Redmond paid $6.3bn in that deal, but wrote off $6.2bn in 2012 after failing to reap any value from Atlas.

But Facebook, with its 1.5m advertisers and a user base rapidly approaching 1.5bn (it had 1.32bn active users by the end of June this year), may be able to make more hay out of the platform. While it still lags Google, in the second quarter, the social media giant managed a 151% year-on-year leap in mobile ad revenue, which accounted for 62% of total ad revenue.

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