Special Offer: Try The Information for $10. Redeem Now
Facebook CEO Mark Zuckerberg. Photo by Bloomberg.
Exclusive
Facebook Google Enterprise

Facebook Assault on Google’s DoubleClick Coming This Fall

Photo: Facebook CEO Mark Zuckerberg. Photo by Bloomberg.

Few people thought much of Atlas when Facebook acquired the advertising technology company from Microsoft last year. Microsoft had bought Atlas in 2007 as part of its ill-fated $6 billion acquisition of aQuantive, and sold it to the social network for pennies on the dollar.

But a revitalized Atlas with new capabilities and new leadership has risen from the scrapheap to become a key piece of Facebook’s strategy for challenging Google’s dominance of the online advertising business.

Facebook has been pouring resources into Atlas in advance of a big new push with the product, expected to coincide with the Advertising Week trade show in late September, according to three people familiar with the plans. Among the anticipated new features is a so-called “demand-side platform,” a system that lets advertisers make automated bids for ad inventory.   

Get access to exclusive coverage
Read deeply reported stories from the largest newsroom in tech.
Latest Articles
 
The Briefing
Will Apple Kill the Free Podcast?: The Information’s Tech Briefing
Will Apple Kill the Free Podcast?: The Information’s Tech Briefing
The podcasting industry as we know it is about to change. Plans by Apple to launch a subscription service for podcasts, as The Information reported today, portends a shift to a much more balkanized podcasting world. Instead of shows being broadly available for free on a variety of outlets, in the future podcasts will be attached exclusively for a price to specific outlets. It’s not only...
Latest Briefs
 
SoftBank Vision Fund’s Jeffrey Housenbold to Depart
Facebook Blocks New Events in D.C. Ahead of Inauguration
Andreessen: Content Blocking Could Come From Browser, Email and Internet Providers
Stay in the know
Receive a summary of the day's top tech news—distilled into one email.
Access on the go
View stories on our mobile app and tune into our weekly podcast.
Join live video Q&A’s
Deep-dive into topics like startups and autonomous vehicles with our top reporters and other executives.
Enjoy a clutter-free experience
Read without any banner ads.
How Blocking Trump Puts the Future of the Internet at Risk
Modest Proposals Policy Facebook
How Blocking Trump Puts the Future of the Internet at Risk
The move by social networks to deplatform President Trump last week was the right call. In reality, he left Facebook and Twitter no other choice.
The Information’s Return to the Office Tracker
Startups COVID-19
The Information’s Return to the Office Tracker
Of the companies most opposed to continuing remote work after the pandemic fades, Netflix stands out for the intensity of its stance.
Sequoia Buys Shares in Elusive Startup Zapier at Multibillion-Dollar Valuation
Exclusive
Sequoia Buys Shares in Elusive Startup Zapier at Multibillion-Dollar Valuation
Zapier isn’t a household name outside Silicon Valley, but the world’s top venture capitalists have long been trying to own a piece of the booming enterprise software firm.
Let’s Not Celebrate the Platforms for Kicking Trump Off
Opinion Facebook
Let’s Not Celebrate the Platforms for Kicking Trump Off
Calling for violence on social media is OK and spreading disinformation is fine, especially if you’re the president of the United States.
Snap Names New Content Leader in Push to Counter TikTok
Exclusive Media/Telecom Google
Snap Names New Content Leader in Push to Counter TikTok
Snap has promoted executive Ben Schwerin to be its new senior vice president of content and partnerships, a move that signals the company’s ambitions to compete more aggressively with TikTok and to cut more deals with media companies and app developers.
Can Mayor Francis Suarez Bring Silicon Valley to Miami?
Can Mayor Francis Suarez Bring Silicon Valley to Miami?
Rumors about who might be moving to Miami to escape the supposed decline of the San Francisco Bay Area are spreading faster than the VC funding buzz around hot tech startups.