LookingConfident's  Instablog

Send Message
Longstanding investor in Looksmart (& a 67 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media... More
  • FACEBOOK (Looksmart) And That (Microsoft's) Atlas Acquisition 1 comment
    Feb 11, 2013 2:21 PM

    As was predicted (back on Dec 9, 2012) Facebook - with it's own ad network connected into an Open & independent marketplace, may well have seen the mechanic (mentioned in the 2nd link), having initiated his advertisement, on Facebook!

    It now appears we'll see a Facebook purchase of Microsoft's Atlas (deal), announced sometime this week.

    "Today most advertisers connect to Facebook's display tools and exchange via one of many Facebook third-party API partners.

    Having its own ad server would allow Facebook to better measure the effectiveness of ad campaigns because big advertisers and agencies could connect directly to the social network.

    Controlling its own ad technology could also help Facebook open up more data to advertisers without exposing it to intermediaries."


    This acquisition will allow Facebook advertisers to re-target ads to Facebook members as they move to other sites away from or, off Facebook.

    It's clear to me that they have (long) been testing in this area and as Atlas has a compatibility with Looksmart's AdCenter/marketplace, this then allows Facebook advertisers to become enabled to buy those (real time) 'search intent' eCPM/CPC type impressions-from off publisher's inventory within or, across Looksmart's Open and fully independent (global) marketplace.

    [Yes] Facebook Joins that Open marketplace

    .....,,.This (the buying of Atlas), will also ultimately include the ability to find these absolute 'best of breed' (buyer-ready) impressions among Facebook's own, one billion or, more users.- With Facebook advertisers then bidding blind against each other and against all buyers, across the one marketplace.

    That's when things will start to 'hot-up' for Looksmart share-price value wise - and not before.

    Is all, only an opinion and as I am seeing it.


    ps; February 28th - The Rumors are True: Facebook Acquires Atlas http://storify.com/VivaKi/facebook-acquires-atlas-maps-google-domination …

    Disclosure: Long LOOK


Back To LookingConfident's Instablog HomePage »

Instablogs are blogs which are instantly set up and networked within the Seeking Alpha community. Instablog posts are not selected, edited or screened by Seeking Alpha editors, in contrast to contributors' articles.

Comments (1)
Track new comments
  • LookingConfident
    , contributor
    Comments (932) | Send Message
    Author’s reply » ;
    The Reason Facebook Is Buying Atlas - Bill Wise, CEO, Mediaocean


    "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.


    To my mind, an Atlas play would really be about attribution."




    20 Feb 2013, 06:18 AM Reply Like
Full index of posts »
Latest Followers


More »
Instablogs are Seeking Alpha's free blogging platform customized for finance, with instant set up and exposure to millions of readers interested in the financial markets. Publish your own instablog in minutes.