But small-time publishers — like you and me — will have little to cheer about.
Coming just days after Google’s US$3.1 billion acquisition of online advertising firm DoubleClick, Microsoft has announced it plans to buy online ad technology company Rapt, a software company used by Web publishers to manage advertising sales.
But small time publishers like you and me — or sub-small time publishers in my case — will have little to cheer on, unlike the news about Google’s Double Click buy the other day.
According internetnews.com, while Microsoft and Google are both courting publishers in their latest move, the principal difference is that:
“Google’s Ad Manager, a free, hosted service, is intended for small companies with marginal sales staffs, while Microsoft’s acquisition of Rapt is geared for high-end publishers with large content networks and sales staffs.”
Among Rapt’s clients are The New York Times Company, Fox Interactive Media, Yahoo and Microsoft itself, internetnews.com said.
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