Microsoft Buys Navic And Gets Ready For Interactive TV

According to AP, Microsoft has acquired Navic Networks, which specialises in emerging forms of television advertising technology.

The world’s largest software maker said the acquisition of Navic will enable it to work with industry partners to optimise the delivery and placement of TV advertising.

“Television media represents the largest percentage of advertisers and agencies’ media budget today,” said Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft.

The two companies plan to work with key components of the television advertising industry to better understand how to help advertisers achieve their objectives. Navic uses real-time audience measurement data to improve the delivery and placement of targeted interactive media.