Microsoft buys Navic to build ad platform


Microsoft has bought addressable TV player Navic Networks in a deal that will extend its ad platform to TV.

Navic works with cable companies to provide targeted TV advertising with a nascent ad network called Admira. Its technology is used to run ad campaigns targeted to viewer groups, and it also offers interactive features like the ability to click through for longform content.

Brian McAndrews, senior vp advertiser and publisher solutions at Microsoft, said the move will "accelerate" Microsoft's efforts to fashion an ad platform that allows advertisers to target and track ads on the Web, mobile, in games and TV.

Brian Morrissey is digital editor at Adweek.