MIcrosoft took a $6.2 billion writedown a few months ago for its 2007 $6.3 billion purchase of digital ad company aQuantive.
But it looks like at least one part of aQuantive — Atlas Solutions, a digital media measurement platform — is garnering interest from others.
Facebook is reportedly in talks with Microsoft about acquiring Atlas, according to All Things D, which cites sources close to the situation. According to the report:
Sources said the social networking giant has been conducting due diligence on the media measurement platform, part of its efforts to create its own advertising network for third-party Web sites to compete with Google’s DoubleClick offering.
Microsoft declined to comment.