Microsoft bolsters TV advertising technology with Navic acquisition

June 20, 2008 - Microsoft has acquired Navic Networks, a US specialist in interactive advertising technology, for an undisclosed sum.

Navic uses real-time audience measurement data to improve the delivery and placement of targeted interactive media, and Microsoft believes that the acquisition will enable it to work with industry partners to optimise the delivery and placement of TV advertising across online and offline environments.

“Viewers across North America are engaging with relevant advertising and interacting with their TVs in ways never before possible," said Chet Kanojia, CEO of Navic Networks. "Joining forces with Microsoft will enable our common vision of addressable television advertising solutions to continue to flourish and better meet the needs of our industry partners. While our current business relationships will continue to grow, we look forward to extending our technology into a vast array of new markets and software solutions.”

With this acquisition, Navic Networks becomes a wholly owned subsidiary of Microsoft and will join Microsoft’s Advertiser and Publisher Solutions (APS) Group, the group responsible for Microsoft’s comprehensive advertising platform that spans all digital media including television and video advertising. Navic has around 100 employees and handles TV commercials for companies including Ford, Wal-Mart and Nissan.