AD AGE - Feb 8 - The acquisition price is not known, but is expected to be less than $100M. The acquisition would be the surest sign yet that Facebook has designs on becoming an even bigger player in advertising than it currently is now. Owning an ad server would allow big advertisers and agencies to connect directly to Facebook to better measure the effectiveness of their campaigns. Atlas still has some big agency and brand clients, such as AT&T, who use it to serve, track and measure online ad campaigns. Facebook will likely continue to serve Atlas' biggest customers. Microsoft acquired Atlas as part of its $6.2 billion aQuantive deal in 2007, when it was busily racing Google to build the pipes that power online advertising. Now Microsoft is more focused on its own platforms and technologies such as Windows 8 and Xbox.