Facebook (FB -0.9%) is in talks to acquire Microsoft's (MSFT -0.1%) Atlas ad-serving/measurement...

|About: Facebook (FB)|By:, SA News Editor

Facebook (FB -0.9%) is in talks to acquire Microsoft's (MSFT -0.1%) Atlas ad-serving/measurement platform, sources tell Kara Swisher. Facebook reportedly thinks Atlas could help its efforts to build a display ad network rivaling Google's DoubleClick. The company has already announced a mobile ad network and has seen good early uptake for its Facebook Exchange ad re-targeting platform, as it tries to monetize its 1B+ users and mountains of data both on and off its site and apps. (previous)