Google will broker ads for NBC Uni cable nets


In a potential boost to Google's efforts to build an online platform for TV advertising sales, the Internet giant has signed a multiyear deal with NBC Universal, its first big content partner in the endeavor.

The GE entertainment arm and Google said Monday that they are forming an advertising, research and technology partnership to develop more effective ad metrics and attract new kinds of TV advertisers.

NBC Uni said it will initially offer ad time from several of its cable networks, including Sci Fi, Oxygen, MSNBC, CNBC, Sleuth and Chiller, to Google's TV Ads platform. Other networks could be added in the future. The companies didn't say whether that could include broadcaster NBC.

Traditional media players have eyed the venture with concern. Some fear the Google platform could reduce pricing and procedural power in the ad-selling process.

To advertisers, Google and NBC Uni promise precise targeting and new data that will help advertisers better understand what consumers are responding to so they can make real-time adjustments to ad campaigns. (partialdiff)