Tremors on Google: Atlas

Since the announcement at the end of February 2013, in which Microsoft sold the Atlas platform to Facebook, has gone performing the complex operations of migrating operations from one company to another.

Finally on April 28, Dave O'Hara has published on the Microsoft Advertise blog the completion of the Atlas integration operation on Facebook.

But what does this “exchange of trading cards” represent for both actors?

Facebook, seeking to improve the business of the

Atlas is the direct competitor of AdSense. In other words, a global platform for online ads, with the most diverse and picturesque channels, which allows you to sell and, what is even more important, to be able to measure the impact data and ROI of the campaigns.

Because of the latter, in addition to the aggressive pricing campaign for which Microsoft has sold Atlas, Facebook became interested and acquired the platform in March 2013. Thus, according to Facebook's words in the note press, the objective of Atlas operations will be to clearly obtain the result of promotional actions carried out by clients.

Something that, when you burn millions of dollars, is essential to assess its impact on the market.

Microsoft, adjusting the shot and concentrating efforts

For Microsoft this agreement is also very favorable for several reasons.

Reinforces business relationship with Facebook, which is leading both companies to become partners in several global markets, with huge numbers of both users such as finance.

On the other hand, as I indicated previously, Microsoft wanted to remove this company from the service portfolio in a quite aggressive way, offering it to the market at a “balance” price. So being able to get rid of it, “putting it” in the best possible position, has also been a success for Redmond.

In exchange Microsoft keeps the business of providing the technological infrastructure on which Atlas runs and will be extended. Thus, the advantage is triple when you get a global client for your Cloud services.

Finally, Microsoft, according to David O'Hara's statements, can focus its energies on its own platform, Microsoft Advertising, which wants to be able to offer advertisers to create all kinds of campaigns on the ecosystem Windows: Windows 8 (RT and PRO), Skype, Xbox/Kinect, Windows Phone, Bing, and MSN; and all devices that support any of these platforms.

The titanic struggle in which they are immersed

Duel with clubs, by Francisco Goya

But if we go beyond the mere announcement, with practically no reflection on the “mass media”. This business move may have much deeper implications.

The expectation that Facebook wants to create a network of that will allow it to sell outside of the social network has been discussed for a long time.

Facebook is already connected to a ton of websites through Facebook Connect, and every time people share or ">

Right now Facebook can connect this data with information from within the social network itself, to create an online advertising platform that is potentially more effective than AdSense of Google.

And to this we must add the detail that Atlas works on the Windows technological ecosystem. Which, in turn, can add to the equation all the physical and logical requirements that support the volume of data and transactions necessary to sustain 24/7 operation.

Therefore it is not unreasonable to say that the Redmond giant and Facebook have joined forces to compete face to face with Google in where it hurts the most, in the business of .

Thus, this new war of giants is shaping up to be exciting given the financial volume of the contenders, the global scope of their operations, and that it is the first contest of its kind on the virtual battlefield of Internet.

Very possibly Science Fiction is going to fall short with what is coming.

More information | Microsoft Advertising