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Google’s TV Ad Unit Cracks Cable

1/16/2012 12:01 AM Eastern

After more than four years of pushing,
Google’s TV-ad unit has finally gotten its foot in the door
with cable.

The Internet
search company
has signed up Cox
Communications
and Suddenlink
Communications
to participate in
its online television
ad-buying network,
extending its
reach to 42 million
households in the
U.S.

Cox, which has
more than 6 million
subscribers,
will provide local
ad inventory across
more than 75 networks
through its
ad division, Cox
Media, to the Google TV Ads network. Suddenlink has
about 1.2 million subscribers.

Google previously had agreements with Dish Network,
DirecTV, Verizon Communications’ FiOS TV and Viamedia
to sell inventory on their behalf on various networks.

“Our new partnership with Google TV Ads allows us to
reach new market segments through a highly automated
and efficient distribution platform,” Mike Zeigler, Cox Media’s
vice president of operations and field management,
said in a statement. “We are pleased to be part of bringing
new television opportunities to Google advertisers.”

Google touts the ad-buying service as providing tools for
targeting based on demographic and psychographic profi
les. In addition, according to Google, ad buyers pay only
for the actual impressions that are delivered.

Google’s ad network business is separate (for now)
from the Google TV initiative, through which the company
is angling to embed its YouTube, search and Webbased
applications into TV sets and other devices (see
CES story).

The Google TV Ads service also sells some inventory on
behalf of national cable networks, although NBCUniversal
dropped out in late 2010. The Internet giant launched
Google TV Ads in
2008, with Dish
as its initial partner.

Also  last
week, Google
announced an
update to the
Google TV Ads
service that lets
operators more
easily contribute
narrow “slices”
of local or regional
inventory,
across different
networks and
dayparts, to the
Google TV Ads
national inventory
pool. That
pool, on an aggregated basis, will represent a large national
audience that marketers can then segment based on the
audience they’re trying to reach, according to Google.

Cox is the first major cable industry partner to deploy
the next-generation Google TV Ads advertising management
solution. BendBroadband, an independent operator
in Bend, Ore., was the first to test the Google TV Ads admanagement
platform, starting in May 2011.

 

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April