Microsoft targets interactive ads with purchase of Navic

Microsoft has acquired Navic Networks, a specialist in emerging forms of television advertising technology. The software company said the acquisition of Waltham, MA-based Navic will enable it to work with industry partners to optimize the delivery and placement of TV advertising.

Many see the move as an answer to Google, Yahoo and others who have dominated the space.

Navic uses real-time audience measurement data to improve the delivery and placement of targeted interactive media.