Reports: Facebook in talks to buy Microsoft’s Atlas ad platform

Facebook is in talks to buy Microsoft’s Atlas ad-serving platform, one of the remnants of the Redmond company’s acquisition of Seattle-based digital advertising company aQuantive, according to multiple reports today.

AllThingsD reports that Facebook would use the technology as part of its effort expand its advertising platform to third-party websites, beyond Facebook itself, competing with Google’s DoubleClick. Business Insider separately reported the news, also quoting industry sources.

Bloomberg News quotes a source saying Microsoft “is unlikely to get more than a price in the tens of millions” for the ad platform. However, the deal could help Microsoft by making Facebook, its partner, a stronger rival to Google in online advertising.

Microsoft acquired aQuantive for $6.3 billion in 2007 and earlier this year wrote down the value of the deal by $6.2 billion.

  • Failure

    I love hearing about aQuantive. I don’t think there’s been a stupider, more expensive acquisition in the history of tech. If Ballmer took 6.3 billion in cash and burned it he would’ve gotten more for that money, since at least people would be warm for a bit.

    A real company with a real board and a real chairman (who’s not checked out and just selling stock and cashing checks) would’ve fired the CEO and everyone associated with this decision. But, no, 6.3 billion is just accepted as the cost of doing business.

    It’s time to come clean and say that no only is Ballmer a worthless idiot, no only is the board useless, but Gates may have been a great CEO but he’s a miserable failure as a non-CEO chairman.

    There is no one remotely competent in the leadership at Microsoft now. And this is why the stock goes nowhere.

  • Guest

    Congrats to Microsoft! Selling Atlas for $7 billion to Facebook represents a huge turnaround for this once-forsaken deal.