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March 14, 2008

Microsoft’s latest technology buys: Rapt and Kidaro

Posted by David Hunter at 12:09 PM ET.

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.


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.

Filed under Acquisitions, Advertising, Coopetition, DoubleClick, General Business, Google, Licensing, Microsoft, Virtual PC, Virtualization

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2 Responses to “Microsoft’s latest technology buys: Rapt and Kidaro”

  1. Microsoft adds Kidaro to MDOP, makes Microsoft Enterprise Desktop Virtualization | Microsoft News Tracker Says:

    [...] Microsoft created the Microsoft Desktop Optimization Pack (MDOP) in 2006 as a home for four acquired technologies including Softgrid’s application virtualization, but oddly delivered it only as a perk for System Assurance customers which as a rule are the larger enterprises. Apparently, Microsoft feels that the virtualization portion is the real draw and last week they announced that they are adding the desktop virtualization technologies they acquired with Kidaro and renaming MDOP as Microsoft Enterprise Desktop Virtualization: We’ve invested over $400 million in developing and expanding MDOP thus far, and I’m very excited to share with you that we have officially finalized the acquisition of Kidaro Technologies, whose products enable a seamless combination of applications running from within both a host and guest OS. This technology will help enable end users to run applications from multiple versions of Windows at the same time, with seamless windowing and menus, and without the confusion of logging into and seeing multiple virtual machine desktops. The product teams are working closely with our new colleagues from Kidaro to incorporate the desktop virtualization technologies into MDOP in the first half of 2009, under the new product name Microsoft Enterprise Desktop Virtualization. We will continue investing here because we know manageability is fundamental to broad corporate use of desktop virtualization. [...]

  2. Pages tagged "rapt" Says:

    [...] bookmarks tagged rapt Microsoft’s latest technology buys: Rapt and Kid… saved by 5 others     JonKinch bookmarked on 06/28/08 | [...]

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