Microsoft Corp. today announced plans to acquire Rapt Inc., the leading provider of advertising yield management solutions for digital media publishers. Rapt’s technology, along with its information and advisory services offerings, will become key components of the Atlas Publisher Suite, part of Microsoft’s Advertiser and Publisher Solutions Group. With the inclusion of Rapt, the Atlas Publisher Suite allows Microsoft to provide its customers with integrated asset and inventory management, forecasting, yield and sales management, and ad delivery and operations.

“Online publishers have a complex array of needs, and they require more attentive and sophisticated partners to help them solve these challenges,” said Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft. “With this acquisition, we are uniquely positioned to help publishers succeed on all fronts. Our end-to-end solution will include workflow tools, ad package and delivery, turnkey distribution, content partnerships, and yield management and optimization.”

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Microsoft, Rapt, Advertising, Management, Digital Media Publishers, Acquistion, Press