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Here's another acquisition for Microsoft in the online advertising market: The company this morning announced a deal to buy Rapt Inc., a San Francisco-based company that sells software and services used by online publishers to manage and price their advertising inventory. Rapt lists customers including MSN, Yahoo, Fox Interactive Media, CNet Networks, NBC Universal, Dow Jones and others. Financial terms weren't disclosed.
It's the latest in a string of advertising-related acquisitions for Microsoft, including Massive Inc., ScreenTonic, AdECN and, most notably, aQuantive. Of course, advertising is also a big part of Microsoft's proposed Yahoo acquisition.
More broadly, the Rapt deal is the second acquisition announcement by the company this week, following the news Wednesday that Microsoft is buying desktop virtualization company Kidaro.
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I think taking a larger share of Facebook would be a good move. Facebook is preparing itself to be the platform of the web and this is exactly what MS needs. Also incorporating facebook services with outlook and hotmail could be extremely useful. Unfortunately, a complete buyout would put MS's name behind the service which could turn users away (as fickle as young people are) so, like the previous 250 million investment, it would need to be quiet."
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