The New York Times Selects Rapt, Inc. To Enhance Advertising Yield Management

Cross-media Leader Adopts Industry Standard Media Monetization Solution

SAN FRANCISCO, Calif., and NEW YORK, N.Y., August 21, 2007 — Rapt Inc. and The New York Times Company today announced an agreement to employ Rapt’s advertising yield management platform across NYTimes.com, the No. 1 newspaper site on the Web.  Under the agreement, Rapt will provide strategic advisory services and activate its entire software suite in support of NYTimes.com’s advertising sales operations. 

“The New York Times Company recognizes that the basis of competition in media is increasingly data-driven, and stands ready to meet the resulting challenges through adoption of innovative new platforms and services,” said Denise Warren, senior vice president and chief advertising officer, The New York Times Media Group.  “Our new relationship with Rapt ensures and extends our ability to serve advertisers and marketers efficiently in a rapidly evolving media marketplace.” 

The Rapt solution will integrate into The New York Times’s existing advertising infrastructure, providing the accuracy, precision and scalability required to efficiently monetize its full array of digital media properties.  Rapt’s proprietary technology will be leveraged to expose advertising sales opportunities in real-time, drive pricing across all advertising assets and deliver insights required to effectively monitor and manage business performance. 

“Rapt is proud to have met the rigorous standards that The New York Times applies to the selection of all its business partners,” said Tom Chavez, founder, president and chief executive officer of Rapt Inc.  “We look forward to helping The New York Times effectively monetize its diverse advertising portfolio across the competing sales opportunities that are now available to publishers of its formidable scale and depth.”

 

About Rapt Inc.

Rapt Inc. is the industry standard provider of advertising yield management solutions. These solutions help companies achieve and sustain profit and revenue growth objectives through the deployment of intellectual property-rich technology and advisory services. Rapt's software enables companies to price, predict and provision their advertising assets, while Rapt's advisory services help companies design and implement best-practice revenue management processes across their organization.  Rapt's client base includes Dow Jones & Company, Fox Interactive Media, Microsoft, MTV Networks, NBC Universal, The New York Times Company, The Weather Channel Interactive, Yahoo!, CNET Networks and others. More information about Rapt can be found at: www.rapt.com.

 

About The New York Times

The New York Times Company (NYSE: NYT), a leading media company with 2006 revenues of $3.3 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, 15 other daily newspapers, WQXR-FM and more than 30 Web sites, including NYTimes.com, Boston.com and About.com. The Company's core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.

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Contacts

Rapt Inc.
Chris Dale
Atomic PR
415.402.0230
chris@atomicpr.com

The New York Times Company
Diane McNulty
212.556.5244
mcnuldc@nytimes.com