Microsoft Wraps Up Rapt, Talks with Yahoo! in Round Two

Date: 03-18-2008

Microsoft has signed a deal to acquire Rapt, an online advertising firm based in San Francisco that makes software that helps companies manage their online ad operations. Rapt’s major clients include MTV Networks, NBC Universal, and Fox Interactive Media. Microsoft plans to integrate Rapt with Atlas Publisher Suite, an arm of its advertiser and publisher solutions group. “With this acquisition, we are uniquely positioned to help publishers succeed on all fronts,” Brian McAndrews, Microsoft’s senior vice-president, advertiser and publisher solutions group said. Meanwhile, Microsoft’s $42 billion deal with Yahoo! is back on the table as part of the company’s strategy to keep all its options open, sources said. The Wall Street Journal reported that during a meeting between representatives of the two companies, Yahoo! executives mostly listened as Microsoft officials presented Microsoft’s vision of a combined company. Both companies, however, declined to comment on the reported talks.

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