Friday, March 14, 2008

Microsoft Announces Acquisition of Online Ad Management Company Rapt

Microsoft Corp. today announced plans to acquire Rapt Inc., the leading online provider of advertising management solutions, for an undisclosed amount.

Microsoft aims to integrate Rapt's technology and service offerings to the Atlas Publisher Suite, part of Microsoft’s Advertiser and Publisher Solutions and with Web publisher tools it gained when it acquired aQuantive last year for $6 billion.
This will make the company a formidable player in the online advertisment market.

With Rapt technology onboard, the Atlas Publisher Suite will be able to provide its customers with integrated asset and inventory management, forecasting, yield and sales management, and ad delivery and operations.

Now with DoubleClick being a part of Google Inc, online ad market is just getting into consolidation mode.

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