Google (NSDQ: GOOG) has struck a multi-year partnership with The Nielsen Company that includes providing advertisers a real-time picture of TV viewers watching habits. The deal brings together Nielsen’s demographic data with the information Google gleans from set-top boxes as part of its existing relationship with EchoStar (NSDQ: DISH). The earlier alliance is the foundation of Google TV Ads, the internet giant’s online platform for buying, selling, measuring and delivering TV ads. The platform, which has been operating since May, includes ad inventory across hundreds of channels and all dayparts.
The main selling point of Google TV Ads is the ability to report second-by-second set-top box data so advertisers can tell whether or not an ad has been skipped (Google can only tell when the TV was on during a commercial, but, obviously, not whether it was actually being viewed). By marrying that data from Nielsen