Microsoft has announced it plans to acquire advertising management software maker Rapt for an undisclosed sum. It seems that ad management solutions is the latest space big boys have set their sights upon; only yesterday has Google announced the private beta of their own ad management solution, Google Ad Manager.
Microsoft will assimilate Rapt and use its technology in its own Atlas Publisher Suite, which already offers an ad management solution, AdManager, along with AdMarket, which is marketplace that gives you control over your unsold inventory. Put all this together, and you get an “integrated publisher sales workflow solution.”
Founder, president and CEO of Rapt, Tom Chavez, isn’t very fluent in marketingese, in fact, what he said about the deal almost sounds normal: “The opportunity to join forces with Microsoft and to see our technology flourish inside a much larger platform was too compelling to pass up…We’re confident that, with Microsoft, we can continually improve publisher results and aggressively grow our combined client base that already includes over half of the top 25 U.S. publishers.”
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