Reuters taps Rapt for its ad inventory management

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Media outlet Reuters has joined the likes of the New York Times, Fox Interactive and CNet Networks by signing up with ad yield management services firm Rapt.

Rapt will power the inventory forecasting for the news outlet, joining other ad serving firms to Reuters' roster including DoubleClick who serves ads on Reuters.com, Revenue Science, who manage behavioral targeting for the site and Operative who powers the inventory management.

"As we've been building our direct to consumer business on top of our news syndication business, we've been trying to optimize our advertising for business consumers," said Stephen Smyth, media senior vice president and general manager of the Americas at Reuters.

"Rapt will help us with yield management and forecasting."

Reuters has adopted Rapt's newest offering, a software as a service (SaaS) deployment of its successful Inventory Manager solution. Under the agreement, Rapt On Demand supply advertising inventory forecasting, planning and management capabilities, as well as serve yield management.

Other media clients for Rapt's services include Dow Jones & Co., Microsoft and Yahoo. Rapt On Demand broadens access to this technology, employing a newly developed approach to site tagging and a standard-setting yield data model to reduce reliance on third-party data sets, streamline the activation process, and, most importantly, improve publishers' revenue capture from Web traffic.

Rapt's standard activation model will remain available to operations who require deeper service levels in configuring and tailoring Rapt's solutions, and Rapt will continue to offer onsite deployment for those parties requiring æenterprise' installations.

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