Microsoft has announced the acquisition of Rapt Inc., an industry leader in advertising yield management solutions. With this purchase, Microsoft will add another key component to the Atlas Publisher Suite, part of Microsoft’s Advertiser and Publisher Solutions Group. Customers will now be able to take advantage of planning tools for inventory management, forecasting, yield and sales management, and ad delivery and operations.
“With this acquisition, we are uniquely positioned to help publishers succeed on all fronts,” said Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft. “Online publishers have a complex array of needs, and they require more attentive and sophisticated partners to help them solve these challenges.”
With the combination of Atlas’ campaign management tools and Rapt’s planning capabilities, customers will have an end-to-end solution that includes workflow tools, ad package and delivery, inventory management and business intelligence products, content partnerships, and more.
