By Paul McDougall
InformationWeek
Financial terms of the deal were not disclosed.
Rapt's products include Price Director, Inventory Manager, and Business Advisor. They're designed to help online publishers improve the pricing and provisioning of online ads. Its customers include Dow Jones, The Weather Channel, and NBCUniversal.
Microsoft senior VP Brian McAndrews said in a statement that the acquisition will help the company build "an end-to-end solution" for Web media publishers.
The unit will also include services for advertisers looking to place spots within video games and other digital products that represent new frontiers for Madison Avenue.
Microsoft is making other moves to bolster its digital advertising business.
Last May, the company acquired Screen Tonic, a European manufacturer of software designed to connect online advertisers with users of mobile phones and other digital devices. In July, the software maker announced a partnership with Ask under which customers of Microsoft's paid search programs will see their listings appear on sites operated by Ask and its partners.
Microsoft is also looking to buy Yahoo for about $41 billion. To date, Yahoo has rejected the bid. The Wall Street Journal on Thursday reported that the two companies held informal talks earlier this week to discuss the offer.
See original article on InformationWeek
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