Microsoft Acquires 'Navic'! A Stepping Stone for Ad Platform to Television?

Adweek reports, that Microsoft has acquired Navic Networks. Navic is known to provide targeted and interactive advertising on cable television. It is also takes care of 'addressable advertising' on television, which means that Navic has the ability to direct television advertisements to particular groups and areas at specific times.

With the acquisition of Navic, Microsoft is aiming to expand the reach of the AdCenter and its advertisers to a wide-ranging advertising platform that would allow advertisers to place, target and track advertisements on internet, mobile, in video games and also television.

According to Brian McAndrews (Senior VP, Advertiser & Publisher Solutions, Microsoft), “We're clearly making a commitment to emerging media. "In the long run, we want to be a platform across all media. Our ultimate goal is to take the things you can do on the Internet, including targeting and accountability, to television. We see TV looking a lot like the Internet.”

However, there are other companies as well, such as Back channel and Canoe, that are looking forward to take advantage of the interactive television advertising. It seems that in the coming time, there would definitely be greater targeting and internet-style accountability for television advertising.

As per Mr. McAndrews, Microsoft has put behind its failed attempt to acquire Yahoo!, that had struck a deal last week with Google, to sell some of the search advertisements on its website and through its advertising network.

Continuing with its online search marketing efforts, Microsoft had also launched the 'CashBack' service for the Live Search, where users were given cashbacks on products searched via Live Search. According to Mr. McAndrews, Microsoft would continue to experiment with new search and advertising methods and at the same, it will create more opportunities that would help Microsoft to establish a better brand.

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