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Microsoft buys ad inventory management firm Rapt

Microsoft has acquired Rapt, an ad inventory management company. Rapt’s solutions will be integrated with the Atlas Publisher Suite, under Microsoft’s Advertiser and Publisher Solutions Group. Atlas became a part of Microsoft with the acquisition of aQuantive a few months back for $6 billion.


Microsoft has acquired Rapt, an ad inventory management company. Rapt’s solutions will be integrated with the Atlas Publisher Suite, under Microsoft’s Advertiser and Publisher Solutions Group. Atlas became a part of Microsoft with the acquisition of aQuantive a few months back for $6 billion.



In the announcement Microsoft said that a key product that will emerge from the marriage of Rapt’s planning capabilities and Atlas’ campaign management capabilities is an integrated publisher sales workflow solution. This solution will improve upon the existing industry offerings for publishers’ sales teams when used with Rapt’s existing pricing analytics, inventory management and business intelligence products on top of Atlas’ ad serving platform.



Rapt was founded in 1998 and was funded by Accel Partners and Levinsohn Venture Partners. Terms of the acquisition were not disclosed.



Interestingly, Google announced its admanager program almost at the same time.

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