A match made in ad heaven

Google will soon begin receiving television audience data from Nielsen in a wide-ranging agreement meant to address the question of measurement, reports The New York Times.

The deal will start small but is expected to grow across the years that comprise the relationship.

The partnership will provide Google with viewer information Nielsen collects from its set-top boxes, which will then be used to provide advertisers — and possibly networks — with finely-tuned information on who's watching what.

Data from Nielsen will add a substantial level of detail to Google's ad sales on EchoStar's DISH Networks system.

Ad buyers using the Google TV Ads online auction system will be able to view detailed and up-to-date demographic data on the people they're targeting, in the same way they might for online audiences.

Including Nielsen's data into TV ad-buying could help the product expand beyond the DISH Network.

The liaison may also add to Nielsen's efforts to measure commercial ratings, bringing significant demographic coverage to those reports.

Google is still seeking partnerships with cable distributors in the hopes of making more TV inventory available via its platform, reports MediaBuyerPlanner.

With no limits set on Google/Nielsen partnership, collaboration over data-sharing could expand beyond TV to the Internet and other media platforms as well.