Microsoft to acquire Rapt

Share this content:
Microsoft to acquire Rapt
Microsoft to acquire Rapt

Microsoft has announced plans to acquire Rapt, a provider of advertising yield management services and software for digital media publishers. Terms of the deal were not disclosed.

According to Microsoft, Rapt's technology will become a key component of its Atlas Publisher Suite, which is part of the company's advertiser and publisher solutions group.

“Rapt brings with it some really ‘rocket science' kind of tools around pricing, yield management and inventory packaging that can be immediately deployed with our publishers and help them generate more revenue,” said Scott Howe, general manager of advertiser and publisher solutions at Microsoft. “It fills an important hole for us.”

Headquartered in San Francisco, Rapt's existing clients include Dow Jones & Company, Expedia and MTV Networks, as well as Microsoft. “The entire team is coming across and initially they'll continue in their current roles,” Howe said of Rapt's approximately 85 employees.

The acquisition will help Microsoft broaden its publisher base, which will give the company a significant competitive advantage compared to other available offerings, according to Howe. “What we're trying to build is something that's flexible and empowering and highly consultative for the world's largest publishers,” he said.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above