Tim Peterson says, “Facebook is finally phasing out Atlas, the ad server and measurement platform that it acquired from Microsoft in February 2013 and has been folding into Facebook since last fall.

Over the next year, Facebook will move Atlas’s existing measurement capabilities and its remaining clients to Facebook-branded products like Business Manager, the company announced on Tuesday. A Facebook spokesperson confirmed that the Atlas brand will be eliminated as a result of the transition.

The announcement signals Facebook’s final steps in dissolving Atlas into Facebook, four years after the social network acquired the ad tech platform to beef up its measurement capabilities and two-and-a-half years after Facebook unwrapped the revamped platform. In September 2016, Facebook transferred Atlas employees from its ad tech division to its measurement division, and two months later Facebook shut down the ad server side of Atlas.

While the Atlas brand will go away, its underlying measurement products will not. After combining Atlas’s employees with Facebook’s own measurement team, the company is now merging Atlas’s products into Facebook’s own tools”.

Facebook to phase out Atlas brand, shift tools & clients to Facebook’s products

Marketing Land

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