Microsoft Buys Ad Inventory Management Firm Rapt
Congratulations to Tom and the crew, this has been a long time coming. Rapt has been around for the better part of a decade and has it’s roots in enterprise supply chain management (Sun was their first customer), so it’s a great case study about how a management team can repurpose one solution to another market and realize success.
Microsoft (NSDQ: MSFT) 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 (NSDQ: GOOG), which saw its long-awaited purchase of DoubleClick close this week. So today’s announcement is probably not very coincidental.