Google Strikes Back-End Deals to Support TV Ambitions

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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