Google Inc (NASDAQ:GOOGL) is in the process of launching a TV ad-tracking system that will enable marketers to know the accurate number of people who might have seen their ads on TV. The new feature will use a system similar to the technology used to measure ad views online while bringing internet-like ads on the TV.
It is a huge leap in terms or measurement standards as traditional gross ratings have always relied on Nielsen ratings that sometimes elicit problems for networks that don’t command multimillion-viewer bases. The new technology for measurement should be a success considering the number of people who have Google Fiber as opposed to Nielsen boxes.
Fiber TV ads will be delivered digitally and in real time based on geography, the type of program being shown as well as depending on viewing history. Google Inc (NASDAQ:GOOGL) affirms that viewers can opt out of being shown ads based on their viewing history. Ads will, however, be shown during existing ad breaks the same way advertisers buy airtime from cable providers.
Google Inc (NASDAQ:GOOGL) plans to air the ads both on live TV and DVRed programs while also being extra cautious with user’s privacy according to sources familiar with the matter. Advertisers will pay based on the number of times an ad is aired. The search giant also plans to use some viewer data like the kind of programs that one is watching to send ads that should have a maximum effect; ads can also be fine-tuned depending on one’s locality.
Advertisers will be able to tell Google Inc (NASDAQ:GOOGL) to stop airing a given ad once it has served its purpose in a certain household. The service is to launch as a limited trial in Kansas City and could expand to other launch cities soon. It is however not yet clear how the system will work, but Google Inc (NASDAQ:GOOGL) might end up using algorithms for targeted advertising.
The flexibility to pull out and insert ads should be useful for advertisers looking to showcase teaser ads or campaign based ads.
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