Microsoft Buys Ad Inventory Management Firm Rapt

Microsoft has bought San Francisco-based ad a company Rapt. Terms were not disclosed. The company, which provides ad inventory management systems, will be integrated with the Atlas Publisher Suite, under Microsoft’s Advertiser and Publisher Solutions Group. Atlas became part of Microsoft when it bought aQuantive for $6 billion last year. The acquisition represents the company’s latest attempt to counter Google, which saw its long-awaited purchase of DoubleClick close this week. So today’s announcement is probably not very coincidental.
http://www.paidcontent.org/entry/419-microsoft-buys-ad-inventory-management-firm-rapt/

http://www.dmwmedia.com/news/2008/03/14/microsoft-acquires-ad-solutions-company-rapt