Microsoft Rapt in another advertising acquisition

By Stephen Withers
Monday, 17 March 2008 05:28

Strategy

Microsoft is set to add yield management provider Rapt to its digital advertising stable.

Rapt's technologies and services will become part of Microsoft's Atlas Publisher Suite, along with other components for ad delivery, forecasting, and asset, inventory and sales management.

"The opportunity to join forces with Microsoft and to see our technology flourish inside a much larger platform was too compelling to pass up," said Tom Chavez, founder, president and CEO of Rapt.

The terms of the proposed transaction have not been disclosed.

"Online publishers have a complex array of needs, and they require more attentive and sophisticated partners to help them solve these challenges," said Brian McAndrews, senior vice president of the advertiser and publisher solutions group at Microsoft.

"With this acquisition, we are uniquely positioned to help publishers succeed on all fronts."

Rapt's clients include CNet, Dow Jones, Fox Interactive Media, Microsoft, NBC Universal, New York Times, Reuters and Yahoo.

The company was founded in 1998, and is funded by Accel Partners and Levensohn Venture Partners.