Initiative, Universal McCann, MAGNA and IPG’s Emerging Media Lab — four companies among the newly formalized Mediabrands group — announced an strategic partnership with Navic Networks, the Microsoft owned solutions provider with innovative technology offerings that are transforming the world of television advertising.

Under the terms of the agreement, the media agencies and their respective clients will have access to a variety of Navic’s closed-loop solutions and product offerings, including its national media service, Admira, to help clients optimize their advertising campaigns more effectively than ever before.

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