Microsoft Announces Acquisition of Rapt

Mar 18, 2008

Microsoft Corp. announced plans to acquire Rapt Inc., a provider of advertising yield management solutions for digital media publishers. Rapt's technology, along with its information and advisory services offerings, are intended to become key components of the Atlas Publisher Suite, part of Microsoft's Advertiser and Publisher Solutions Group. With the inclusion of Rapt, the Atlas Publisher Suite allows Microsoft to provide its customers with integrated asset and inventory management, forecasting, yield, and sales management, and ad delivery and operations. A key product that will emerge from the marriage of Rapt's planning capabilities and Atlas' campaign management capabilities is an integrated publisher sales workflow solution.