The Google TV Ads platform, which has been in private beta for some time, could go live "very soon," according to one Google executive, reports MediaPost.

While a date has yet to be set, project head Michael Steib says the testing — which allowed advertisers to buy ads on Dish Network's system through an automated process — was very successful and has the potential to become significant in the Google ad platform family.

Like other TV spot creation services, advertisers that might not otherwise consider TV advertising are encouraged to have their spots developed by Google-approved producers. They can also bid on inventory, in the same way they currently bid on keywords and ad positions with online efforts.

The success of Google TV ads is tracked through Dish Networks' set-top box data. Advertisers can make changes based on that data.