Earn the trust of marketers Facebook has made earning the trust of marketers a top-three priority. To that end, the company purchased Microsoft Corporation (NASDAQ: MSFT ) Atlas in an effort to bolster its advertising tracking technology. The thinking here is that the better Facebook Inc (NASDAQ:FB) can measure the effectiveness of a campaign, the more advertisers it can attract. The more advertisers it can attract, the higher prices it can charge. Keep in mind, this logic assumes Facebook's ecosystem is an effective advertising platform to begin with, which the verdict is still out on. I suppose we'll have to wait and see if Facebook can build the proof that social media is an advertising effective medium.