Microsoft has acquired Navic Networks, a privately-held firm specialising in the placing of television adverts.
Navic runs the Admira ad network, which allows companies to place and manage targeted and interactive television advertising campaigns over the web.
Microsoft plans to use the Navic buy to kick off a larger foray into the TV advertising market.
"Television media represents the largest percentage of advertisers' and agencies' media budgets today," said Brian McAndrews, senior vice president of Microsoft's advertiser and publisher solutions group.
"Navic and Microsoft will deliver addressable TV advertising solutions to help our partners better manage media spend by increasing advertiser reach and ROI, and maximising publisher yield on TV advertising."
Microsoft plans to operate Navic as a subsidiary within its Advertiser and Publisher Solutions branch.
The software giant has made no secret of its intention to further build its advertising presence.
Along with its ill-fated bid to acquire Yahoo earlier this year, Microsoft has purchased ad firms aQuantive and Rapt in order to boost its advertising presence and gain ground in its ongoing war with Google.
Curiosity rover is in 'normal mode' but not transmitting scientific data back to base
NatWest outage comes a day after Barclays' IT systems shut out customers and staff
The ICO is concerned with AggregateIQ's retention and processing of data used in the Brexit referendum
Map selection, quick menus for grenades and healing items, and automatic reload all coming in PUBG update #22