Microsoft has bought Navic Networks, which specializes in emerging forms of television advertising technology. Navic uses real-time audience measurement data to improve the delivery and placement of targeted interactive media.
According to a press release, the deal will enable Microsoft to work with industry partners to improve the delivery and placement of TV advertising. Brian McAndrews, Senior Vice President of the Advertiser and Publisher Solutions Group at Microsoft, said that television media represented the largest slice of advertisers and agencies' media spending.
Navic Chief Executive Chet Kanojia said the deal will mean that Microsoft will bring about the idea of addressable television advertising software in the industry.