Google To Broker Ads For NBC Universal's Cable Channels

Google will begin "brokering some television ads on cable networks owned by" NBC Universal, and the "high-profile partnership could give Google's effort to crack the TV-ad market some momentum," according to Vascellaro & Kumar of the WALL STREET JOURNAL. The deal, which "represents the first time Google will act as a middleman for ads sold through a TV network," will allow Google customers "to buy ads on six NBC-owned cable networks, including Sci-Fi, Oxygen, MSNBC and CNBC." The two companies "will share revenue from the ads, although how many television spots NBC will make available through Google remains unclear" (WALL STREET JOURNAL, 9/9). The partnership also covers advertising inventory on the Sleuth and Chiller channels, but "not on larger networks such as NBC, USA Network or Bravo." In L.A., Guynn & James write the deal "could speed up efforts to make commercials more targeted and available to advertisers through an automated system similar to the one" used to sell ads for Google (L.A. TIMES, 9/9). In Manchester, Mark Sweney reports the deal "had the potential to be expanded to other NBC Universal properties." The two companies have also "agreed to work together to adapt Google's technology for use in local markets across the U.S." (Manchester GUARDIAN, 9/9).