Microsoft Buys TV Ad Firm Navic Systems

Redmond, WA (AHN) - Software giant Microsoft has acquired TV advertising firm Navic Systems Inc. as part of its continuing rivalry with Google. A number of companies see the Internet as the ideal marketplace for television ad buyers.

The Waltham, Ma.-based Navic Networks gathers set-top data to help marketers target ads based on viewer demographics. Microsoft could use the company to attract advertisers to television, the Internet and videogames.

Navic's 82 full-time workers will stay on. Terms of the acquisition were not disclosed.