Microsoft could reach a deal to sell its Atlas ad-serving platform to Facebook as early as next week, helping the social network build out its online advertising presence, according to Advertising Age, citing a potential purchase price between $30 million and $50 million.
Facebook is expected to use the technology as part of its effort expand its advertising platform to third-party websites, beyond Facebook itself, competing with Google’s DoubleClick.
Atlas is one of the remnants of the Redmond company’s acquisition of Seattle-based digital advertising company aQuantive. Microsoft acquired aQuantive for $6.3 billion in 2007 and last year year wrote down the value of the deal by $6.2 billion.
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