Microsoft acquires Navic networks
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Microsoft Corp. has acquired Navic Networks, a provider of television advertising solutions. Navic’s technologies include campaign management tools that 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.
“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. “Together, Navic and Microsoft will deliver addressable television advertising solutions to help our partners better manage media spend by increasing advertiser reach and ROI, and maximizing publisher yield on television advertising.”
Navic Networks will become 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. The APS Group includes Atlas, a pioneer of Video-On-Demand advertising solutions.
