Friday, March 09, 2007

Google Gains on Goal of Controlling And Targeting TV Commercials -

"Google Inc. has established a toehold in pursuing of one its next big ambitions: controlling which television ads viewers see and tailoring them to consumers' interests.
The Mountain View, Calif., company honed the highly profitable Internet model of search advertising -- that is, selling ads targeted directly at consumers based on the terms they enter into Web search engines. Last year, the eight-year-old company racked up more than $10 billion of revenue by brokering online ads for itself and its partners.
Now, Google has begun a test run serving up TV commercials to cable subscribers in Concord, Calif., people familiar with the matter say. The pilot project to bring its approach to cable boxes represents a foray into the $54 billion U.S. market for TV advertising -- much bigger game than Google's online turf.
Google since last year has been steering TV commercials to subscribers of cable provider Astound Broadband, a unit of WaveDivision Holdings LLC, according to four people familiar with the matter. When Astound's customers watch TV, some commercials spots they see have been sold to advertisers by Google and delivered to the cable company so they appear in the normal breaks in programming as other ads do."

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