Monday, June 16, 2008

Microsoft Acquires Navic Networks for TV Ad Insertion

Microsoft has acquired Navic Networks, a start-up specializing in interactive television advertising solutions. Financial terms were not disclosed.

Navic's technologies include sophisticated campaign management tools that use relevant data to optimize the delivery and placement of targeted interactive television media and through Admira provide a unified ad network for targeting audiences across television advertising inventory. Navic Networks is a privately held corporation headquartered in Waltham, Mass.

Microsoft said the Navic acquisition will boost its advertising platform across online and offline environments. Together, Microsoft and Navic plan to consult and work with the key constituents in the television advertising industry to better understand how its campaign management and advertising platforms for digital television can help advertisers, content owners and distributors maximize yield and achieve their media objectives.

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