Ever since Facebook acquired Instagram some time ago, some folks were concerned that the two sites would eventually merge. However, Facebook has assured that it would continue to be a separate entity – at least, to some degree. Needless to say, that doesn’t quite include its outreach with advertising.

Facebook introduced a new ad tech server known as Atlas a little while back, as it provided a way for marketers to track users and target ads across numerous devices. In addition, it also serves as a connection between the two sites, at least as far as advertising goes, and enables those behind such campaigns to get a better idea of measurement between the sites, according to Digiday.

This is just another part of Facebook’s continued foray into expanding its advertising business beyond its social site. With it, the company really hopes to reach out more to mobile advertisers, and possibly see what kind of impact they have on sales overall – particularly if the sites can’t be used online (such as during plane trips or with other access).

“The current way we measure digital is flawed,” admitted Facebook vice president of ad technology Brian Boland, speaking to reporters earlier in the week. The company has changed the way it sells ads, going with more of a value of impressions and subsequent sales through Atlas, instead of just general click-through rate.

That said, Instagram continues to remain separate, quelling the worries of those fearing there would be integration, as it works with its photo advertising and working with marketers through pre-set quality standards. Atlas works in this regard, but allows users’ activity to be tracked by companies after they view an ad on the site.

Mercedes- Benz tried out such a program a little while back, running ad campaigns that targeted users for both sites, as part of an initiation to see which photos were getting larger hits.

While that is kind of bending a promise made by Instagram co-founder Mike Krieger to keep user data in a “silo” and not for targeting purposes,  the site insists that users still have ownership of their photos, but the data would still be utilized.

It’ll be interesting to see what kind of effect this campaign has in the long run – and if certain users continue to be rankled by what’s transpired from it. For now, though, it looks like marketers and Facebook are certainly benefitting.