Software and internet firm Microsoft has revealed its plan to acquire Rapt, a provider of advertising yield management solutions for digital publishers. According to a company statement, Rapt's technology, alongside its advisory and information service offerings, will become major components of its Atlas Publisher Suite.
Rapt's software and consultancy services are targeted at website publishers, enabling them to fine-tune how they package and price display advertising space.
"Online publishers have a complex array of needs and they require more attentive and sophisticated partners to help them solve these challenges," stated Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft.
He added: "With this acquisition, we are uniquely positioned to help publishers succeed on all fronts. Our end-to-end solution will include workflow tools, ad package and delivery, turnkey distribution, content partnerships and yield management and optimisation."
Mr McAndrews went on to say that one of the main products that will be created as a result of the collaboration between Microsoft and Rapt is an integrated publisher sales workflow solution.
Meanwhile, Tom Chavez, founder, president and chief executive officer of Rapt, said that the chance of joining forces with Microsoft was "too compelling" to ignore and will result in the growth of the two companies' combined client base.
He added that the deal will enable Rapt to see its technology "flourish" inside a much larger platform.
