Microsoft News Tracker

Microsoft is never shy about reaching for the wallet to buy technology and the associated developer talent to embellish their offerings and this week’s shopping cart holds Rapt Inc,, an advertising yield software developer, and Kidaro, a provider of desktop virtualization management software.

Rapt, Inc.

Microsoft Corp. today announced plans to acquire Rapt Inc., the leading provider of advertising yield management solutions for digital media publishers. Rapt’s technology, along with its information and advisory services offerings, will become key components of the Atlas Publisher Suite, part of Microsoft’s Advertiser and Publisher Solutions Group. With the inclusion of Rapt, the Atlas Publisher Suite allows Microsoft to provide its customers with integrated asset and inventory management, forecasting, yield and sales management, and ad delivery and operations.

“Online publishers have a complex array of needs, and they require more attentive and sophisticated partners to help them solve these challenges,” said Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft. “With this acquisition, we are uniquely positioned to help publishers succeed on all fronts. Our end-to-end solution will include workflow tools, ad package and delivery, turnkey distribution, content partnerships, and yield management and optimization.”

A key product that will emerge from the marriage of Rapt’s planning capabilities and Atlas’ campaign management capabilities is an integrated publisher sales workflow solution. This solution will improve upon the existing industry offerings for publishers’ sales teams when used with Rapt’s existing pricing analytics, inventory management and business intelligence products on top of Atlas’ ad serving platform.

Not coincidentally, optimizing the Web ad world for publishers is exactly what Google is doing with DoubleClick and this week’s beta of Google Ad Manager.

Kidaro

Microsoft Corp. today announced its intended acquisition of Kidaro, a leading provider of desktop virtualization solutions for enterprises. In combining Kidaro’s virtualization technology with its suite of desktop management tools, known as the Microsoft Desktop Optimization Pack for Software Assurance, Microsoft will enable IT professionals to optimize their desktop infrastructure by providing management capabilities for Virtual PCs, streamlining deployments and easing application compatibility issues.

Yet another technogoodie sequestered behind the wall of the Desktop Optimization Pack which is only available to Microsoft Software Assurance customers who have opted to pay extra for the subscription. Admittedly, management of numerous virtual PC’s is more likely a large enterprise requirement but the restricted delivery means that small innovators are effectively shut out.