Facebook is reportedly in talks to buy Microsoft's Atlas ad technology, according to several reports.
Several of Business Insider's industry sources said that the two companies are working on a deal - one that could change forever the way online advertising is conducted, the site said, pointing to Facebook's already-collected treasure trove of user emails, addresses, and phone numbers.
"That should make Facebook an attractive place for marketers to advertise, because it's always nice to know exactly what you're getting for your money," Business Insider said.
A Microsoft spokeswoman declined to comment on rumours or speculation; Facebook did not immediately respond to a request for comment.
Microsoft got Atlas as part of its $6 billion (£3.7 billion) purchase of aQuantive in 2007, and the company has been trying to sell it off for years, Business Insider said. Another organisation was close to buying the technology when Microsoft shifted its focus to Facebook, a source told the news outlet.
In 2007, Microsoft paid $240 million (£150 million) for a stake in Facebook.