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Microsoft Acquires Another Web Advertising Firm


Microsoft today "announced plans" to acquire Rapt, a provider of advertising yield management solutions. Microsoft said that Rapt’s software will be integrated into the Atlas Publisher Suite, part of Microsoft’s Advertiser and Publisher Solutions Group. According to the company, the addition will provide digital media publishers with tools for asset and inventory management, forecasting, yield and sales management as well as ad delivery.

Financial details of the acquisition were kept under wraps.