New York Times selects Rapt Inc. to serve ads

The New York Times Co. has entered into an agreement with Rapt Inc. to employ an advertising yield-management platform across NYTimes.com.

Under the agreement, Rapt will provide strategic advisory services and activate its entire software suite in support of NYTimes.com's advertising sales operations.

The Rapt platform will integrate into The New York Times' existing advertising infrastructure. Rapt's proprietary technology will look for advertising sales opportunities in real-time, drive pricing across all advertising assets, and include tools to manage the system.

Other Rapt clients include MTV Networks, CNET Networks and Fox Interactive Media.