REDMOND, Wash. – Microsoft Corp. said Wednesday it has acquired Navic Networks, which specializes in emerging forms of television advertising technology. Terms of the deal were not disclosed.

The world's largest software maker said the acquisition of Waltham, Mass.-based Navic will enable it to work with industry partners to optimize the delivery and placement of TV advertising.

“Television media represents the largest percentage of advertisers and agencies' media budget today,” said Brian McAndrews, senior vice president of the Advertiser and Publisher Solutions Group at Redmond, Wash.-based Microsoft.

The two companies plan to work with key components of the television advertising industry to better understand how to help advertisers achieve their objectives.

“Viewers across North America are engaging with relevant advertising and interacting with their TVs in ways never before possible. Joining forces with Microsoft will enable our common vision of addressable television advertising solutions to continue to flourish and better meet the needs of our industry partners,” Navic Chief Executive Chet Kanojia said.

Navic uses real-time audience measurement data to improve the delivery and placement of targeted interactive media.