Under the terms of the acquisition, Navic Networks will become a wholly owned subsidiary of Microsoft and will join Microsoft’s Advertiser and Publisher Solutions (APS) Group. The APS is responsible for Microsoft’s advertising platform that includes all digital media, including television and video advertising. The APS also includes Video-On-Demand advertising applications provider Atlas.
Navic has 82 employees and will remain in Waltham after the acquisition. The company’s technology reaches 35 million digital set-top boxes in North America through cable providers. Navic’s technologies include campaign management tools for targeted interactive advertising.
Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Microsoft has said that television media garners the largest percentage of advertisers and agencies. 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, he added.
