Dow Jones Selects Rapt for Monetization Management
Financial publisher Dow Jones Online has selected ad management company Rapt to handle the monetization of Dow Jones sites like The Wall Street Journal Online, MarketWatch.com and Barron’s Online.
The Rapt announcement coincides with Dow Jones’ signing of FeedBurner to handle advertising on its published RSS feeds.
Rapt’s monetization platform, which is designed to help companies get the maximum value out of their ad inventory, will run interference for Dow Jones’s current sales operations, providing pricing, inventory, and analytic services. Dow Jones plans to carry Rapt as it developes its multimedia ad inventory. The deal may also enable Rapt to help manage Dow Jones’s print advertising.
“Pricing, inventory, and revenue management challenges in the media industry are unique,” said Rapt CEO Tom Chavez in a statement. “For more than eight years we have consistently delivered significant return on investment to our customers and are thrilled to be working with a world-class company like Dow Jones.”
Rapt also currently manages pricing and planning for companies like MSN, Yahoo, and NBC Universal.
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