Microsoft buys ad yield company Rapt
Microsoft has acquired ad pricing software company Rapt for an undisclosed amount.
San Francisco-based Rapt’s software helps web sites get the most money out of their ads through pricing and other strategies. Microsoft says it will include Rapt’s technology in its Atlas Publishing Suite.
We previously covered Rapt after two of its co-founders sued the company’s chief executive and investors Accel Partners and Levensohn Venture Partners for breach of fiduciary duty and fraud. They settled 10 days later.
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About the Author, Anthony Ha
Anthony is a senior editor at VentureBeat, as well as its reporter on media, advertising, and social networks. Before joining the site in 2008, Anthony worked at the Hollister Free Lance, where he won awards from the California Newspaper Publishers Association for breaking news coverage and writing. He attended Stanford University and now lives in San Francisco. Reach him at anthony@venturebeat.com. (All story pitches should also be sent to tips@venturebeat.com) You can also follow Anthony on Twitter.
