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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.
Microsoft to Acquire Rapt Inc. [microsoft.com]
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.