NBCU’s cable and broadcast properties will provide inventory from broadcast, cable network and TV stations to Microsoft Advertising’s Admira application. The system promises to improve targeting with set top box data from Navic, a dominant player and systems developer for cable systems firmware and middleware. The new system will additional demographic data from other sources and viewing info from set top information. Navic, which offers software solutions for advertisers, operators and programmers, was acquired by Microsoft in 2008.
Navic positions Admira as an “end-to-end solution for dynamically buying television media…providing aggregated, anonymous set-top viewership data to place ads based on audience segmentation and target criteria” offering planning, inventory management and accountability features. Microsoft Advertising Scott Ferris says it’s non-disruptive and offers premium advertising. That means it isn’t an auction (like Google or eBay’s TV offerings) and has offers buyers more than just remnant advertising.