RAPT is a program used by many top web publishers to manage ad-inventory sales, and has recently been acquired by Microsoft.
Similar to Google, it appears to be a cold war race for web acquisitions at the moment between Microsoft and Google. Both companies have bought over 15 companies in the past 12 months, all predominantly web based.
Microsoft continued its effort to offer a complete set of tools to advertisers and publishers by inking a deal to purchase Rapt, a company that helps firms manage their ad inventories.
Rapt forecasts how much a publisher can get for ad placements, and whether they should sell the spots themselves or use ad networks. The company works with publishers like CNET Networks, Dow Jones and The New York Times. Rapt also helps Microsoft manage inventory on its own sites.
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