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    Google Strikes Back-End Deals to Support TV Ambitions

    Google has struck up two partnerships to support its steadily expanding TV Ads service

    Author Date published October 16, 2008 Categories

    Google has struck up two partnerships to support its steadily expanding TV Ads service.

    The first is meant to help with inventory supply: Harris Corporation will allow cable nets that use its service to forward available inventory to Google TV Ads for sale. The second is on the buy side: CoreMedia Systems, provider of reporting tools for direct response advertisers, will integrate data from Google’s platform. Using that system, marketers can match the airing of a Google TV ad to response and sales data from client call centers and e-commerce systems.

    Well and dandy. But what Google really needs to power up its television ambitions is much more basic.

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