What Atlas ad servings was missing was all the data and users Facebook has. aQuantive couldn't compete with DoubleClick + Google. Mircosoft couldn't compete with Google with out getting into hot water with the dept of justice for Monopoly or Anti-Trust issues.
For online marketers this could potentially change our entire business model.
We will have to go where the money is going, and with so much tracking available this would have a stronger offering then Google Adwords and Advertisers will realize it, and start switching.