Redmond, Wash. - Microsoft (NASD: MSFT) today announced plans to acquire Rapt Inc., a provider of advertising yield management solutions for digital media publishers for undisclosed sum. The deal helps Microsoft build up its arsenal in the escalating arms race with Google (NASD: GOOG), which currently is building up its own "digital dashboard" for advertisers, which Rapt now will do for Microsoft.

“With this acquisition, we are uniquely positioned to help publishers succeed on all fronts. Our end-to-end solution will include workflow tools, ad package and delivery, turnkey distribution, content partnerships, and yield management and optimization,” said Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft.

Rapt has 85 employees and was founded in 1998. Its client list includes MSN, CNET, Dow Jones, Expedia, Fox Interactive Media, MTV, NBC U, and The New York Times.

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http://www.rapt.com/news/080208_microsoft_aquires.htm