Google has partnered with the Nielsen Company to help the search engine better understand the demographics of those who view its Google TV Ads, reports the NYT.
The multi-year deal will start of small, but will likely grow as Google expands beyond the rather limited network of just 13 million viewers provided by its partner DISH Network.
Google TV Ads are already more sophisticated in their reporting than most TV commercials.
Google…analyzes the data from set-top boxes to determine exactly which ads were watched or skipped, with a second-by-second breakdown…The reports from Google can pinpoint the moment when viewers most commonly changed the channel, potentially helping marketers shape the creative work on their commercials. For instance, if viewers are turning the channel after seven seconds, the agency might revisit the opening of the ad.