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Google, Nielsen In TV Ad Data Pact

Google and Nielsen are set to announce a multi-year deal to provide demographic data to Google's system for selling television advertising. The move is important for Google, which is eyed with suspicion by traditional media companies, as it tries to extend dominance of Web search advertising to other realms, including print, radio and television.

An entry into the TV ad-sales market earlier this year raised questions about whether it would try to compete with Nielsen on ratings data. Instead, Google will combine data it receives from television set top-boxes with info from Nielsen on viewership by gender and age. "Based on the early feedback, we are quite optimistic this will scale very quickly," says Keval Desai, product management director at Google TV Ads.

He notes that hundreds of thousands of advertisers already use Google's technology for buying search and this should make it easy for them to use a similar system for television.

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Read the whole story at Reuters via Boston Globe »

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