Microsoft acquired Navic Networks today, moving itself into the world of TV advertising with the purchase. Navic Networks offers campaign-management tools that use real-time audience-measurement data for delivery and placement of targeted ads for users of digital-cable set-top boxes.
Navic Networks, based in Waltham, Mass., will become a subsidiary of Microsoft's growing Advertiser and Publisher Solutions Group, which also manages Microsoft's Internet advertising. Financial terms of the deal were not disclosed.
The acquisition is a logical extension for Microsoft, contends an article by the IDG News Service. Microsoft already offers a platform for cable-service providers to deliver TV programs over IP networks through its Mediaroom software. Plus, the move allows it to compete with Google, which also is moving into TV advertising. In March, news broke that Google was hiring a team of software engineers to develop products for television while building out its sales team to grab customers for its TV ads. (Google’s plans were discovered through a series of job advertisements posted on its Web site.) The move puts Microsoft at the head of the game here, however, because Navic Networks' software is being used to deliver ads to around 35 million digital set-top boxes in North America.
TV advertising makes sense as a next frontier for both Microsoft and Google, as video entertainment merges with the Internet.
Go to the Microsoft Subnet home page for more news, blogs, podcasts.
More Microsoft Subnet blog posts:
Microsoft sponsors Open Source Census group
Microsoft killed by Google unless Ray Ozzie can come to the rescue
Five great giveaways for June from Microsoft Subnet and Cisco Subnet
20 great Windows open source projects you should get to know
Six free security tools you shouldn't live without
Julie Bort is the editor of Microsoft Subnet and Network World's Online Community Editor. She also writes the Open Source Subnet blog and is the editor responsible for the Cisco Subnet and Open Source Subnet web sites. If you have an idea for a blog, or a news tip on Microsoft, Cisco or Open Source technologies, contact her at firstname.lastname@example.org, 970-482-6454 or follow Julie on Twitter @Julie188.
The Microsoft Subnet blog is the official blog of the Network World's Microsoft Subnet community. Microsoft Subnet is the independent voice of Microsoft customers and is your gateway to daily Microsoft news, blogs, opinion, books, prize giveaways and more. Visit the Microsoft Subnet index page daily, and while you are there, subscribe to the Microsoft newsletter.
Policy on comments: Respectful discussion is welcomed! However comments that use inappropriate language, consist of name calling or personal attacks, or include accusations of wrongdoing are not appropriate. Those comments will be deleted or edited