The rumor was that Microsoft had been interested in buying SpotRunner, which provides a range of targeting capabilities to cable TV advertising (as well as online). But instead the company has purchased Navic. Navic does many things but basically enables more targeted and, in some cases, interactive advertising on cable TV. It also enables so-called “addressable advertising” on TV, which is the ability to direct TV advertising to particular groups and/or areas at specific times. The example that’s always used is a movie opening that may be of interest to a particular audience in particular markets.
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