Microsoft Buys Rapt – cool ad technology

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Last Friday Microsoft announced that it is buying ad technology firm Rapt – here’s the official PR on the deal. This looks like a very strategic and smart buy that will bolster Microsoft’s APS offering in the optimization and sales tool area. Rapt looks like a great tool to help with online display for big publishers… Rapt has an impressive rooster of top teir customers including: MSN, Yahoo, Fox Interactive, NCB, CNET and Dow Jones. This post on Yankee Group helps explain why they are buying Rapt and here is the TC post.

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