Facebook is reportedly planning to acquire Microsoft's Atlas Solutions, which is the software maker's advertising technology business.
The acquisition is expected to help the social netowrking company compete with Google's DoubleClick.
Atlas' analytics tools would allow Facebook to get insights into what kind of credit it should be offered for a given ad, which could be useful for advertisers and the social networking company as well, according to Ad Age.
Additionally, accurate measurement would assist in making conclusions on the quality of audiences delivered at scale and the marketers would also gain a better understanding of Facebook advertising reach and overlap, as well as support the movement of marketing budgets to suitable sources.
In 2012, Atlas started allowing its advertisers use tools to calculate Facebook ads. Atlas was acquired by Microsoft as part of its $6bn acquisition of aQuantive in 2007. aQuantive was then re-named Microsoft Advertising.