AFI BLOG: Media and Technology

Advertising Age

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strong>Navic Networks Available on 35 Million Set-Top Boxes

The Microsoft-Google war has moved from the web to the TV. Microsoft today announced it will buy Navic Networks, an addressable advertising technology provider that enables marketers to dynamically target and measure audiences based on patented technology available in 35 million set-top boxes nationwide.

Scott Ferris, general manager of Microsoft’s advertiser and publisher solutions group, told Ad Age the Waltham, Mass.-based Navic allows the company to “take advantage of new-media formats through interactive TV and the measurement of TV viewing for the purpose of having a more efficient marketplace for buyers and sellers.” Neither company could disclose specific financial terms of the acquisition.

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