Microsoft Acquires Rapt - a PPC bid and ad management company
Category: Microsoft, Online Acquisitions, PPC
Interesting developments of late within online advertising platform acquisitions. With Google’s recent acquisition of DoubleClick and the release of their free ad manager platform, Microsoft is also moving forward with a recent announcement that they have acquired Rapt. Rapt, basically has developed an advanced PPC (Pay Per Click) management platform which helps publishers manage their ad creatively, click through rates (CTR), price and other data to help publishers understand where they are and where they should go from there.
With this acquisition, Microsoft will now have better control over quote: “integrated asset and inventory management, forecasting, yield and sales management, and ad delivery and operations” through the Atlas Publisher Suite.
Microsoft will most likely integrate Rapt’s tools into their current publishing platform, which may help to give them an edge in appealing to advertisers.
Possibly more on this later…
