Truth be told Atlas was an awesome ad server before Microsoft bought it. I used it from 2007-2009 and back then DART DFP and Atlas were neck and neck in terms of features. Google bought DFP while MS bought Atlas and sadly Atlas didn't age well afterwards.
Meanwhile Google made DFP their main spy tool in the advertising world. With it they know the publishers impressions, rates advertisers pay and available unsold inventory.
They can go to a publisher that isn't selling all inventory and say:"Are you having trouble filling those unsold impressions. User our ad exchange and we will do it for you."
Then they can go to the advertiser and say: "Are you tired of paying publishers 10 dollar CPM for your ads? Join our ad exchange and you will be on those same sites for $1.50"
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