Microsoft Continues Pursuit of Google with Navic Acquisition

Microsoft continues on in their pursuit of Google, this time enhancing their digital media advertising offering. The Redmond-based software giant has announced the acquisition of Navic Networks, a provider of television advertising solutions.

“Television media represents the largest percentage of advertisers and agencies’ media budget today,” said Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft. “Together, Navic and Microsoft will deliver addressable television advertising solutions to help our partners better manage media spend by increasing advertiser reach and ROI, and maximizing publisher yield on television advertising.”

Navic Networks will join Microsoft’s Advertiser and Publisher Solutions (APS) Group. The group developed Microsoft’s comprehensive advertising platform that includes television and video advertising.

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