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March 14, 2008 2:07 PM
Posted by Benjamin J. Romano
The announcement this morning that Microsoft will buy Rapt, which makes advertising yield management solutions for digital publishers, marks the eighth advertising-related acquisition by the company since at least 2006. Mary Jo Foley counted them up here.
Rapt will be folded in to the Atlas Publisher Suite, technology from aQuantive, which now resides in Microsoft's Advertiser and Publisher Solutions Group.
The company's products and services measure supply and demand to help publishers "better price, predict, and provision advertising assets." Customers include: CNET Networks, Dow Jones & Company, Expedia, Fox Interactive Media, Microsoft, MTV Networks, NBC Universal, The New York Times Company, Reuters, USA Today and Yahoo.