Microsoft has gone out and done it again. They recently bought Rapt Inc., a web publishing vendor out of San Fransisco. This acquisition is just the latest in a number to fill Microsoft’s suite of publishing and advertising tools.
The move “puts us way ahead of what other offerings are available in the market,” Scott Howe, a general manager in Microsoft’s advertiser and publisher solutions group said, likening Microsoft with Rapt to a jet plane, with rivals, including Google, being a bicycle.
What’s so special about Rapt? They have a unique combination of technology and strategic advisory services that enable organizations to get the most from their media assets. Their technology helps better price, predict and provision their advertising assets.