Microsoft acquires Rapt to strengthen ad business

Rapt's technology will provide advertising yield and management solutions for users of Microsoft's Atlas Publisher Suite.

Microsoft Advertiser and Publisher Solutions (APS) is a total ad management package, with tools for both the advertiser and publisher. The company says it makes the buying and selling of media easier across its network and other participating companies.

APS includes Microsoft's ad properties, including Microsoft adCenter, Atlas, DRIVEpm, Massive Inc. and ScreenTonic -- as well as technologies it acquired from its buy of aQuantive.

Rapt's system could be equated to the system that airlines use to set prices and track available seats, says Microsoft. The Redmond company had already been using Rapt's technology on its MSN network, and it said it saw ad revenue increase by up to 20 percent.

One of the key products that will be offered as a result of the Rapt buy would be an integrated sales workflow solution, which would help sales teams manage ad inventories on top of an Atlas ad serving platform.

"Our end-to-end solution will include workflow tools, ad package and delivery, turnkey distribution, content partnerships, and yield management and optimization," APS chief Brian McAndrews said.

Financial terms of the deal were not disclosed.