IoT
IoT
Business/E-Business
Commentary
3/14/2008
04:29 PM
Jake Widman
Jake Widman
Commentary
50%
50%
RELATED EVENTS
Core System Testing: How to Achieve Success
Oct 06, 2016
Property and Casualty Insurers have been investing in modernizing their core systems to provide fl ...Read More>>

Microsoft Buys Online Advertising Vendor Rapt

New York Times, CNET News

Microsoft is acquiring Rapt, a software vendor and consulting firm that helps businesses maximize their yield from online advertising.Rapt, the self-described "Leader in Media Monetization," specializes in helping businesses package and price display ads on their Web sites. Scott Howe, a general manager in Microsoft's Advertiser and Publisher Solutions group, compared the operation to the way airlines track seat purchases and modify pricing accordingly. Microsoft will incorporate Rapt's pricing analytics, inventory management, and business intelligence software into its Atlas ad-serving platform.

"With this acquisition, we are uniquely positioned to help publishers succeed on all fronts. Our end-to-end solutions will include work flow tools, ad package and delivery, turnkey distribution, content partnerships, and yield management and optimization," said Brian McAndrews, senior vice president of Microsoft's Advertiser and Publisher Solutions Group.

Microsoft has been a Rapt customer in the past, and Rapt CEO Tom Chavezgoasted that the company's technology helped boost MSN's ad revenue 15 percent to 20 percent. Another Rapt customer: Yahoo.New York Times, CNET News

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
Register for InformationWeek Newsletters
White Papers
Current Issue
Top IT Trends to Watch in Financial Services
IT pros at banks, investment houses, insurance companies, and other financial services organizations are focused on a range of issues, from peer-to-peer lending to cybersecurity to performance, agility, and compliance. It all matters.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.