The purchase of Atlas, a set of tools that help companies choose the placement of their ads on web sites and monitor their effectiveness, is part of Facebook's bid to battle Google for market share in the online display-ad business.
Market research company eMarketer Inc. forecasts that Google and Facebook will have 18% and 15% shares of the US market for display ads, respectively, this year.
"Atlas is a leader in campaign management and measurement for marketers and agencies. We believe this acquisition will benefit both marketers and users," the blog post said.
"If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the right time. Atlas has built capabilities that allow for this kind of measurement," Facebook added.