IPG's Mediabrands and Microsoft unit team up for interactive TV

07/28/2008 | Wall Street Journal (free content), The

Newly formed media-buying group Mediabrands will buy at least $1 million in ads from cable operators under a new partnership with Microsoft-owned Navic Networks, whose interactive ad-buying technology mimics the process of buying online ads, The Wall Street Journal said. A part of the Interpublic Group, Mediabrands is composed of four agencies, which will each assign employees to explore Navic's technology.

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Wall Street Journal (free content), The

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