Microsoft recently announced its acquisition of Navic, a company that makes technologies for targeted, interactive ads on digital cable.
With that move Microsoft is entering the unknown territory of television advertising, following its biggest advertising rival Google which launched Google TV Ads in April.
Navic’s technology allows viewers to experience interactive ads that let the users choose how much they want to know about the products advertised.
It can also give a more precise picture of what people are watching by using information gathered from the digital set-top boxes, as well as other demographic data, and then to broadcast ads based on that.
Navic’s technologies will allow Microsoft to broadcast ads on almost any digital platform.