• by Wayne Friedman , July 29, 2008

Just a month after Microsoft Corp. bought Navic Networks, the interactive and addressable technology company has made a deal with MediaBrands, the media division of The Interpublic Group's media units.

IPG units Initiative, Universal McCann, Magna and IPG's Emerging Media Lab have entered into a strategic partnership with Navic, in which the media agencies and their respective clients will have access to a variety of Navic's products, including its national media service, Admira.

Admira's research tools include real-time viewership, which can help clients to better define their spot placement criteria, as well as locating available spots in programming.

Navic already has longtime relationships with the biggest cable and satellite video operators: Time Warner Cable, Cox Communications, Charter and Dish Network.

Navic provides advertising overlays for home shopping networks, VOD technologies, polling and enhanced TV activities that enable viewers to respond with digital remote controls.

Microsoft's purchase of Navic was intended to expand its efforts for more linear TV activities. Navic will work with Microsoft's Atlas On Demand, Microsoft's video-on-demand ad insertion system, as well as Microsoft's other Internet advertising tools.