Industry observers are speculating on potential conflicts that arise from Facebook's acquisition of Microsoft's Atlas, particularly when it comes to the use of Atlas' data. "How will agencies and advertisers who presently work with Atlas feel about a media owner controlling their ad-serving and campaign-management tool suite, and using their information to sell other services back to them?" asks Pivotal Research senior analyst Brian Wieser. Microsoft, meanwhile, says it is committed to display, and even submitted two new ad-unit formats, "Switchboard" and "Video Filmstrip," which was named an IAB Rising Star.

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