Microsoft Corp. today announced plans to acquire Rapt Inc., the leading provider of advertising yield management solutions for digital media publishers. Rapt’s technology, along with its information and advisory services offerings, will become key components of the Atlas Publisher Suite, part of Microsoft’s Advertiser and Publisher Solutions Group. 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.
Interesting that this was announced as they meeting with the Yahoo executives to convince them to merge.
There is a large segment of Search Marketers that prefer not to share their tracking data with google/yahoo/msn - offering inventory and asset management wouldn't be for the masses either. But I could be wrong.
Doesn't bother me. The only things that are mostly a monopoly are Google's search and MS's desktop. For pretty much anything else any one of us can still fire up a website and compete with existing services or create new ones.