REDMOND, Washington:  Microsoft has shrugged off its apparent failure to buy online pioneer Yahoo. Its latest attempt to beef-up its advertising reach has focused on Navic Networks, which works with top cable television companies to provide targeted commercials.

The Cambridge, Massachusetts–headquartered firm gathers data from cable set-top boxes and other sources for marketers to tailor ads and offers interactive features such as the ability to click through for long-form content.

Declares Microsoft svp of advertiser and publisher solutions Brian McAndrews: "We're clearly making a commitment to emerging media. In the long run, we want to be a platform across all media."

Financial details of the deal have not been made public.

McAndrews, speaking at the Cannes Lions 2008 advertising festival, forecast that within five years, TV advertising would get greater targeting, measurability and accountability.

He said: "Our ultimate goal is to take the things you can do on the internet, including targeting and accountability, to television. We see TV looking a lot like the internet." 

Data sourced from Adweek (USA); additional content by WARC staff