Microsoft Buys Another Online Ad Firm

Microsoft (MSFT) has acquired San Francisco's Rapt, an online ad management company. The purchase price undisclosed. Microsoft has been on a buying spree to catch up to Google in the online search and advertising space.

Microsoft will integrate the Rapt into its Atlas Publisher Suite, acquired as part of the $6 billion aQuantive deal last year. From Microsoft's press release:

With the inclusion of Rapt, the Atlas Publisher Suite allows Microsoft to provide its customers with integrated asset and inventory management, forecasting, yield and sales management, and ad delivery and operations.

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