Facebook is reportedly having “serious” discussions with Microsoft on a potential purchase of the company’s Atlas Solutions advertising platform. AllThingsD revealed the news on Thursday and said Facebook would likely use Atlas’ technology to build an advertising platform to go head-to-head with Google’s DoubleClick platform. Neither Facebook nor Microsoft has confirmed the report. Microsoft originally purchased Atlas when it bought a parent company, aQuantive, in 2007 for $6 billion.
Facebook likely won’t pay anything near $6 billion for the technology, but it’s possible Microsoft and Facebook will ink out a joint advertising deal, AllThingsD surmised.