• by David Goetzl  @dgoetzl, December 14, 2009

There have been suggestions that Google's foray into an online auction platform for TV spots would be history by now. But History International has become the latest network to place national inventory up for bid on the TV Ads system.

Part of A&E Television Networks, History International joins a group of networks that range from Syfy to Ovation that are now selling on the system.

History International is in 55 million homes, with shows such as "Battle360" and "Lost Worlds."

Many of the networks Google has signed to sell national spots are so-called independents not affiliated with major media companies. So the deal with A&E -- with its run of high-profile channels -- offers somewhat of a breakthrough. NBC Universal is the largest programmer involved, with Syfy, Chiller and four other networks for sale.

Still, A&E is only dipping a toe in. History International could be considered one of its lower-tier channels. That could be a sign that A&E is interested in experimenting with the Google system, or an indicator that sales on the channel are somewhat lackluster, or both.

NBCU, too, has declined to offer up real estate on top-tier outlets, such as USA and Bravo.

Some networks have opted against partnering with Google on grounds that an auction-based system could devalue their inventory -- perhaps turning it into a commodity. That has given rise to speculation that the TV Ads system would be abandoned, much like Google shut down its efforts in the radio and print space.

History International is a rated network, offering a different wrinkle than some networks selling national time.

With the system reporting second-by-second performance data for spots, Google has argued that TV Ads provides a peek into how ads perform on non-rated networks.

Google garners its viewing data from set-top-boxes in homes with either Dish Network or TiVo service. It uses proprietary algorithms to determine how many people saw a particular spot.

While the TV Ads system allows bidding on national inventory, the bulk of spots sold on the system run in far fewer homes -- somewhere south of 14 million. Those ads air in homes with Dish Network service, as Google's deal with the satellite operator gives it access to the estimated two minutes an hour that Dish can sell on networks reaching its customer base.

While networks argue that the Google system might hurt the value of their inventory, a counter-argument comes that from a sheer pricing standpoint, they can maintain control through TV Ads. The platform allows a network to set a "floor" price for how much it will accept for a spot; if no bid equals or eclipses that amount, the spot drops off the board and no deal is made.

TV Ads is looking to sell video inventory on multiple platforms -- be it online or mobile in addition to TV. It has begun placing inventory up for bid offered within YouTube videos.

YouTube is owned by Google, making that deal one between corporate siblings.