March 14, 2008
Microsoft Eyeing Ad Yield Management Solutions Provider, Rapt
Microsoft announced that it is planning to buy Rapt Inc., an advertising yield management solution for digital media publishers. Microsoft is planning to integrate Rapt and its technology and information and advisory services offerings, to Atlas Publisher Suite of its Advertiser and Publisher Solutions Group. This will allow Microsoft to provide its customers with integrated asset and inventory management, forecasting, yield and sales management and ad delivery operations.
Brian McAndrew, senior vice president of the Advertiser and Publisher Solutions Group a said that Rapt’s technology will help online publishers with the challenges they face due to complex array of needs. (more…)
