Microsoft was foiled in its attempt to buy Yahoo, but it has bolstered its advertising capabilities with today’s announcement that it will purchase Navic Networks for an undisclosed sum.
Microsoft, the world’s largest software company, said that with the purchase of Navic, it will be able to facilitate enhanced digital advertising across online and offline environments.
“Television media represents the largest percentage of advertisers and agencies’ media budget today,” said Brian McAndrews, SVP 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.”
Together, Microsoft and Navic said they 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.
Waltham, Mass.-based Navic Networks has applications deployed on more than 35 million set-top boxes in North America. At last month’s NCTA show in New Orleans, Navic demonstrated its Admira and HyperCast platforms, as well as its advanced advertising and tru2way offerings.
On May 3, Microsoft abandoned its attempt to purchase Yahoo for $47.5 billion. The purchase of Navic is expected to bolster Microsoft’s attempts to compete with Google’s advertising platform.
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