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Cross-industry

Facebook interest in Microsoft ad tech

Facebook is in talks with Microsoft about acquiring its ad technology Atlas Solutions, according to reports from Business Insider and AllThingsDigital.

Atlas Solutions helps advertisers and ad agencies place adverts on websites and track their impact.

Microsoft got its hands on the technology through a US$6 billion acquisition of aQuantive in 2007.

While financial terms haven’t been disclosed, Business Insider reports that highest bid Microsoft had got for Atlas previously was US$30 million.

Facebook has been looking to push the advertising side of the business, including putting adverts on mobiles and the acquisition could play a part in this.

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