Menlo Park, Calif.—Facebook Inc. is preparing to buy Microsoft Corp.'s Atlas ad-serving business this week, adding to the technologies that power its advertising capabilities.
Facebook advertisers have been limited to the company's display tools and Facebook Exchange via third-party API partners. With a Facebook ad server, advertisers and agencies will be able to connect directly to the social network to place ads. The acquisition, as reported
by Advertising Age, a sibling publication of BtoB, is expected to be for less than $100 million.