Microsoft Expands Display Ad Business With Rapt Buy
ADOTAS — Microsoft Corp. bought online advertising management company Rapt Inc. today. In a statement, the software company said it will provide clients with an integrated asset and inventory management system – and help Web publishers control how they package and price online advertisements. Financial terms of the deal were not disclosed.
Microsoft will add Rapt’s online advertising programs to the array of publishing tools, the Atlas Publisher Suite, it got along with aQuantive – which it bought last year for $6 billion. Microsoft also recently purchased digital advertising companies AdECN and Massive in a bid to compete with Google Inc.
The company’s recent, intense focus on display advertising was clearly a strategy adopted in anticipation of Google’s $3.1 billion acquisition of online advertising company DoubleClick.
Microsoft also met with Yahoo Inc. earlier this week to discuss their unsolicited takeover bid – but the talks were reportedly not fruitful.
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