Microsoft steps into TV ad business with the acquisition of TV Ad Technology Company Navic

Microsoft, Navic logos Guess who is now keen on having a foothold in the world of TV advertising? It’s none other than software leader Microsoft.

On Wednesday, Microsoft announced that it has acquired Waltham, Mass.-based Navic Networks, a company focusing on the budding forms of television advertising technology.

The taking over of Navic will make it possible for Microsoft to work with industry affiliates to optimize the delivery and placement of TV advertising. MA-based Navic makes use of real-time audience measurement data to enhance the delivery and placement of targeted interactive media.

Brian McAndrews is the senior vice president of the Advertiser and Publisher Solutions Group at Redmond, Wash.-based Microsoft. An optimistic McAndrews stated, “Television media represents the largest percentage of advertisers and agencies’ media budget today.”

The two companies are keen to help advertisers achieve their goals. Now they intend working cohesively to work with the important factors of the TV advertising industry to better understand how they can attain the aforementioned aim.

Navic Chief Technology Officer Chet Kanojia maintained, “Viewers across North America are engaging with relevant advertising and interacting with their TVs in ways never before possible. Joining forces with Microsoft will enable our common vision of addressable television advertising solutions to continue to flourish and better meet the needs of our industry partners.”

Navic, which is an 82-employee, seven-year-old firm, will now be part of Microsoft’s Advertiser and Publisher Solutions (APS) Group, which is led by McAndrews.

The terms of the Navic acquisition have not yet been revealed.

Leading online ad firms such as Google, Yahoo and AOL are working towards bringing a slew of attributes to television that the online ad world possesses. Microsoft now joins the group.