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The Reason Facebook Is Buying Atlas

February 21, 2013

Given the likelihood of Facebook buying Microsoft’s Atlas platform, lots of speculation has swirled around what the social network company would want to do with the ad server. The popular answer: Facebook is looking to take Atlas’ capabilities at operating across the Web, combine them with Facebook social graph data, create a new ad network and go after the third-party ad serving business. In other words, the argument goes, Facebook is looking to go head to head against Google/DoubleClick.

That might be part of the play here. But I hardly think that’s the whole answer.

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