Facebook is reportedly planning to buy advertising platform Atlas from Microsoft, as the social network looks to overtake Google in the display ad sector.
Atlas was bought by Microsoft back in 2007, as part of its acquisition of aQuantive in 2007.
The deal, according to Ad Age, is now nearing its close, and Facebook will pick up the property for less than $100 million.
The deal will let Facebook provide advertisers and agencies with a one-stop shop where they can bulk, purchase, sell, optimise, and track ads across the web.
Facebook already uses its Facebook Exchange to help advertisers target ads based on behaviour off of the site.
Atlas, which helps companies place ads on Web sites and track their effectiveness, would help Facebook take advantage of its user data to place highly targeted units in front of consumers as they browse the web.
Atlas rivals Google’s DoubleClick product for serving ads on the web, and the move would help Facebook compete for the same inventory as the search giant.
According to eMarketer, Google held 15.4% of the US display ad revenue market in 2012. Facebook was a close second, capturing 14.4% of the net U.S. display ad market, which eMarketer valued at $15 billion for the year.