Microsoft acquires Rapt

Microsoft today revealed plans to acquire Rapt, a provider of advertising yield management technology for digital media publishers..

The Redmond behemothic said that Rapt’s technology, forth with its advice and advising casework offerings, will become apparatus of the Atlas Administrator Suite, allotment of Microsoft’s Advertiser and Administrator Solutions Group.

With the admittance of Rapt, the Atlas Administrator Suite will be beefed up to accommodate chip asset and account management, forecasting, crop and sales management, and ad commitment and operations.

According to Microsoft, a key artefact that will appear from the alliance of Rapt’s planning capabilities and Atlas’ attack administration capabilities is an chip administrator sales workflow offering.

“Online publishers accept a circuitous arrangement of needs, and they crave added alert and adult ally to advice them break these challenges,” said Brian McAndrews, chief carnality admiral of the Advertiser and Administrator Solutions Group at Microsoft.

“The befalling to accompany armament with Microsoft and to see our technology curl central a abundant beyond belvedere was too acute to canyon up,” added Tom Chavez, founder, admiral and CEO of Rapt.