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Microsoft snatches up TV ad company Navic

Steven Kim

Traditional and web-centric media houses are colliding, and you can bet there's some serious moolah to be made at the intersection. Right in line with that is Microsoft's purchase of Navic Networks, which brings interactive and addressable TV ads to Microsoft's portfolio. With Navic's customer roster, which includes Comcast, Cox, Time Warner and Charter, the acquisition (for an undisclosed price) makes Microsoft an overnight player in the cable ad space. It's not just about Microsoft buying up access to 35 million set-top boxes, either. Just as cable MSOs love to sell consumers on converged services, Microsoft is hoping to sell MSOs a unified platform for TV and online ads. Can targeted popups over the top of our favorite shows, or some other soul-crushing marketing brilliance, be far behind?

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