Microsoft to buy TV ad service

Company scoops up Waltham, Mass.-based Navic Networks, a company that helps advertisers plan their TV spot purchases.

Microsoft said late Tuesday that it has bought Navic Networks, a company that helps television advertisers manage their ad campaigns.

The move will gives Microsoft a broader reach into the spot where advertisers spend the most.

"Television media represents the largest percentage of advertisers and agencies' media budget today," Microsoft Senior Vice President Brian McAndrews said in a statement. "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."

The move comes just six days after the company failed to reach an accord with Yahoo , leading the Internet giant to strike an ad deal with Google instead .

Based in Waltham, Mass., Navic has raised $43 million in three rounds of funding, according to its Web site. Investors include: Pilot House Associates, Highland Capital Partners, Himalaya Capital Ventures, and Pequot Ventures.

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