Web search giant Google will begin brokering ads on eleven channels offered through the direct broadcast satellite (DBS) television network of DirecTV under a partnership announced by the companies last week. The deal comes three years after the completion of a similar pact between Google and DirecTV’s rival, DISH Network. Sources say the pact reflects an increasing shift toward television and other traditional media platforms for Google, which currently derives the lion’s share of its revenue from the hosting of display ads on the Internet. Although financial terms of the deal were not disclosed, Google will sell advertising through its Google TV Ads system on the following channels offered to DirecTV subscribers: Bloomberg, Fox Business, Centric, Fuel, Current, Ovation, Fit, Sleuth, Chiller and TV Guide. Launched in 2007, Google TV Ads provides an automated, auction-based system for matching advertisements with television shows that provide the best fit for the advertised product or service. A spokesman for Google explained that the service improves upon traditional ad-buying models as it can target ads according to the demographic composition of the audience. Noting that 30% of the customers that purchase TV ads from Google are “completely new to TV,” John Saroff, the chief of strategic partner development for Google TV Ads, described his unit as a “growing and emerging” business for Google.
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Google, DirecTV forge advertising partnership
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