Microsoft is smartly moving in on the display advertising market. Today Microsoft announced it was purchasing the San Francisco firm Rapt, which helps Web site publishers analyze and improve their display advertising strategies, reports the AP. The terms of the deal were undisclosed.
Of course, Google dominates the search advertising world and the Google/DoubleClick deal puts Google in the power position for display advertising, too. Still, Microsoft is selectively filling out its online ad offerings. This purchase is coupled with the recent purchases of AdECN, an online bidding exchange where Web publishers buy and sell ad space, and Massive, which inserts ads into video games.
If Yahoo comes to its senses and sells to Microsoft (and the two are supposedly back in talks this week), Microsoft is preparing itself well to give Google a run for its money, not just attacking Google’s strength (search advertising), but also these other modes of online ads.
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