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Summary:

Microsoft has bought TV ad targeting company Navic in a move to build out an ad platform that extends across all media. Terms of the deal were not disclosed. Navic creates interactive TV ads and, through its Admira network, works with cable companies to deliver ads […]

Microsoft has bought TV ad targeting company Navic in a move to build out an ad platform that extends across all media. Terms of the deal were not disclosed. Navic creates interactive TV ads and, through its Admira network, works with cable companies to deliver ads targeted to specific audiences. Navic says its technology runs on roughly 35 million TV set-top boxes.

Navic is the latest in a string of acquisitions that augments and expands the company’s ad targeting capabilities. In 2006, Microsoft acquired video game ad network Massive, and in 2007 it acquired mobile ad network Screentronic.

The Navic purchase sets up a new front in the Microsoft / Google war. Google is trying to get its own TV ad buying service off the ground, though its service is only through satellite company DISH Networks right now. But Microsoft faces other competition in the race to make TV ads more targeted and trackable like web ads. Spot Runner offers ad targeting services and recently raised $51 million, and the cable companies are banding together to create their own ad network, dubbed Canoe Ventures.

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  1. msntv is a great product/concept but is in need to upgrade;especially in need of more memory and state of the art flash player support. Bring it own steve ballmer.Cheers,bgates

  2. I Agree. Myrtle Puce

  3. NBC Enters into Targeted TV Ad Pact with Microsoft Thursday, June 18, 2009

    [...] NBC/Microsoft deal will use technology from Navic Networks, which Microsoft acquired last year, to analyze set-top box data from multi-service operators as well as other data such as consumer [...]

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