The Web search giant will use an automated online auction system to reach millions of EchoStar subscribers.
By Alex Pham, Times Staff Writer
April 3, 2007
Google Inc. took its first leap into the lucrative but fiercely competitive market for selling television advertising Monday, announcing a deal to deliver ads to millions of subscribers of satellite TV company EchoStar Communications Corp.
The deal underscores Google's ambition to become a premier broker of advertising for not just the Internet, but TV, radio, print publications and other media.
Google said it would sell a portion of EchoStar's TV ads through an automated online auction system that's similar to the one it has used to dominate Web-search ads.
"We think that TV is becoming more like the Web," said Keval Desai, Google's director of product management for TV advertising. "If you think about TV, you have hundreds of networks. That's a lot of content. The audience is getting increasingly fragmented. If you're an advertiser, it's very hard for you to go and target these networks one by one. You need a scalable, automated platform."
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