Microsoft to Buy Rapt for Ad Management Tools

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By: E&P Staff

The Industry Stanrd is reporting that Microsoft plans to acquire Rapt in it hopes will boost its online advertising yields.

Rapt sells advertising yield management tools for online media companies which are designed to predict demand for advertising and optimize the price and placement of ads, thus improving revenue.

Microsoft plans to incorporate Rapt’s tools and consultancy business into its Atlas Publisher Suite. Microsoft obtained Atlas as part of its acquisition of aQuantive for $6 billion last May. It did not say how much it will pay for Rapt.

Rapt already counts a number of online services among its customers, including Microsoft, Expedia, Dow Jones and The New York Times, according to Microsoft.

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