NEW YORK (MarketWatch) -- Facebook Inc.'s new ads platform, Atlas, will help
Facebook grow its share of the $50 billion display advertising market to 33%,
or $34 billion, by 2016, according to a note issued Friday by Pacific Crest
Securities' social media analyst, Evan Wilson. That's up from 25% currently.
Facebook needs Atlas, which is an ad server that runs similar to Google Inc.'s
DoubleClick , to hit current Wall Street estimates, Wilson said. Facebook
bought Atlas in Feb. 2013 from Microsoft but just rolled out the new ads
service this week, enabling it to push advertisements out to third-party
sites. Shares of Facebook were up 0.8% to $77.71 in pre-market trade.
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