--Microsoft Acquired Admira via Purchase of Interactive TV Company, Navic, in 2008
Microsoft announced last week that it has signed a deal with A&E Television Networks (AETN) that will see the latter using Microsoft's Admira television ad marketplace to help optimize sales of select inventory on its Bio and History International channels (available in 47 million US households) and its History en Espanol channel (available in 29 million US households), starting this month. Microsoft acquired the Admira platform via its purchase of interactive TV and addressable advertising specialist, Navic, back in 2008 (note: the acquisition valued Navic at around $230 million). It announced a similar deal for Admira with NBC Universal, one of AETN's parent companies, last June.