Microsoft Rapts It Up

In another sign that Microsoft is dead serious about becoming a major player in the online ad industry, the Redmond company acquires ad yield management solution Rapt and fold it into its existing Atlas ad serving platform. Rapt offers pulbihser sales workflow solution that already counts among its clients CNet, Dow Jones, New York Times Company, Microsoft, and Expedia. Rapt’s product includes pricing analytics, inventory management and business intelligence. The next front in the online ad wars is technology, which providers have the best tools that help publishers and marketers go to the next level of targeting and monetization.