Microsoft Acquires New Advertising Company

Microsoft announced Friday that it has acquired Rapt Inc, a company that provides tools to advertising publishers to manage inventory and pricing.

Rapt’s solutions provide its users with integrated asset solutions, inventory management, forecasting, sales management and advertising delivery operations for publishers.

The terms of the Rapt purchase were not disclosed.

Rapt’s technology, along with its information and advisory services offerings, will be integrated into the Atlas Publisher Suite, part of the software giant’s advertiser and publisher solutions group.

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

“With this acquisition, we are uniquely positioned to help publishers succeed on all fronts,” McAndrews said.

Interesting enough, Rapt’s vice president of media business development is a former Microsoft executive.