For the first time, Google is making traditional TV ad inventory available programmatically. U.S. buyers will be able to purchase the ads through Google’s DoubleClick Bid Manager. To enable the new capabilities, Google has integrated with other TV ad companies and products, including clypd, Wideorbit, and its own Google Fiber. Through those partnerships, Google says advertisers will have access to both local and national ad inventory. Advertisers will also be able to tie TV ads to DoubleClick’s online measurement; for instance, they’ll be able to check whether their TV ads directly drive Google and YouTube searches for a particular brand.
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The Tonys go digital
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