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Microsoft Corp. is set to say today that it has acquired Waltham interactive television and advertising firm Navic Networks for an undisclosed amount, reflecting a larger push to make TV advertising more relevant, interactive, and measurable.
Navic Networks, founded in 2001, enables interactive television, such as polls or trivia questions that allow viewers to respond with remote controls. The company also provides tools to measure audience behavior, allowing advertisers to better choose ad slots.
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