Microsoft has bought US interactive TV company Navic Networks in a bid to drive new advertising revenue. Navic delivers and measures interactive TV campaigns.
The addition of Navic will allow Microsoft to offer digital advertising both on and offline. Navic will now become a wholly owned subsidiary of Microsoft and will join Microsoft’s Advertiser and Public Solutions Group (APS). APS is responsible for Microsoft’s comprehensive ad platform.
Navic’s technology includes campaign management tools that use data to optimise the delivery and placement of targetted interactive television media, and through Admira provides an ad network for targetting audiences across TV advertising inventory.
This is the latest in a string of activities by Microsoft to develop its advertising offer. Earlier this week, it unveiled plans to open a European Search Technology Centre next year to accelerate Live Search and to develop new “disruptive” solutions for advertising, similar to the US pilot Live Search cashback.