Microsoft to buy Rapt for ad management tools
InfoWorld | at | by Mike
Microsoft hasn't yet snagged Yahoo, but it plans to acquire another company it hopes will boost its online advertising yields: Rapt, of San Francisco.
Rapt sells advertising yield management tools for online media companies. The tools are designed to predict demand for advertising and optimize the price and placement of ads, improving revenue.
Microsoft plans to incorporate Rapt's tools and consultancy business into its Atlas Publisher Suite. That will allow it to offer publishers an integrated service to manage advertising sales, it said.