Ad placement is growing by leaps and bounds as advertisers look to combat time shifting and commercial skipping, and Microsoft hopes to be a player in that market. It has bought Navic Systems, a company which has been helping its clients get their products placed for eight years. Microsoft is looking to build a cross-platform service, and sees this modest acquisition as a building block. Microsoft will be going into competition most prominently with Google and Spot-Runner. Terms of the deal were not disclosed.