Ever since Google took search and made it a verb, Microsoft has been charged with missing the boat. Microsoft, afterall, specializes in software, not search.
But lately, Microsoft has been preparing to battle. Witness the hostile bid for Yahoo, the acquisitions of the ad network aQuantive, of YaData, and Jellyfish, the shopping network. Another recent buy is Rapt, a software maker that specializes in ad management. Rapt implements strategic and targeted ads directly tailored to customer’s needs. Instead of focusing on search for lead generation, Rapt focuses on a multi-tiered approach. It uses innovative software packages to help media companies manage product and inventory while initiating best practice operations with its Advisory and Information Services. You can use Rapt to help you price and predict your advertising assets and implement it for max profits. It looks like Microsoft made a smart purchase– Rapt has worked with Fox, NBC, and yes, Yahoo among others.
Rapt.com In Their Own Words
“Rapt Inc. is the industry standard in advertising yield management solutions. Rapt helps advertising supported businesses realize full value from their media assets through a unique combination of technology, services, and market insight. Rapt’s technology enables media companies to better price, predict, and provision advertising assets; Rapt’s services help drive best-practice yield strategy and operations; and Rapt’s information and data offerings deliver unique insight into supply, demand, and value dynamics across the digital media industry.”
Why Rapt.com It Might Be A Killer
Rapt provides businesses with a great solution to promote themselves and manage the way they are viewed. It generates profit and efficiency.
Some Questions About Rapt.com
Can Rapt provide Microsoft with the results they need? Will Rapt’s new partnership give it the room it needs to grow and remain a viable player? How will they stave off competition? 
