Facebook announced yesterday that it has acquired of the Atlas Solutions marketer-side adserver business from Microsoft.

The Facebook-Microsoft deal does not come as a surprise, it has been anticipated for weeks after AllThingsD reported that the companies were talking in December and Ad Age reported that the acquisition was imminent earlier this month.

“Today’s marketing environment is much more complex than it was just a few short years ago. Marketers and agencies struggle to understand how their efforts across different channels complement and strengthen each other. Consequently, they are forced to adopt siloed marketing strategies for each channel, leading to poor and inconsistent end-user experiences.” said Brian Boland in a blog post.