Facebook Inc (NASDAQ:FB)’s Atlas acquisition is all about display- GOOG, MSFT

Northern, WI 03/30/2013 (avauncer) - The online display wars are gaining momentum and every internet company wants to be one up on the competition. Facebook Inc (NASDAQ:FB) (Current: $25.58, down by 1.95%) will be adding measurement tools by acquiring Atlas Advertiser Suite to its internet kitty. The Chief Executive Officer of Facebook Inc (NASDAQ:FB) (Current: $25.58, down by 1.95%) and Microsoft Corporation (NASDAQ:MSFT) (Current: $28.60, Up by 0.83%)’ advertising business, Mark Zukerberg has gained the approval of U.S antitrust authorities. This acquisition will add impetus to its competition efforts against Google Inc (NASDAQ:GOOG) (Current: $794.19, Down by 1.06%) who is its staunch rival in the display advertising market.

Putting up a tough display fight

The U.S Federal trade Commission has not confirmed the actual nature of the transaction though they have said that the deal is a confirmed one. Via the agreement, all transactions above the $70.9 million range have to be reported to the anti-trust regulators where they will be put up for review. Google had upped its stakes in the ad-serving technology market with its acquisition of DoubleClick in 2008. In 2013 the company will have an 18 percent share of the display ad market. Facebook is trying to change this trend and is hoping that its Atlas acquisition will tilt the market scales in its favor. Analysts have forecasted that the world, largest networking service is heading for a slowdown in 2013 and will be its fourth consecutive annual downtrend.

The Atlas team will continue to operate out of Seattle which is its current base. The Atlas tools help companies to place and track the effectiveness of the ads that they have placed online and Facebook is hoping that this will add significant revenue to the company. Atlas is a measurement tool and it will also help Facebook gauge and make a comparative evaluation of a particular ad campaign that has been placed on its site.