Google continues to make big moves into advertising

When analysts predicted that Google would make rifts in the advertising world, Google definitely went forward and lived up to the hype. Google announced a partnership with EchoStar this week in an attempt to reinvent the way advertisers use television as a medium. Using Google's advertising expertise and its analysis in online advertising, EchoStar will take advantage of those traits and apply them to TV advertising.

Going forward, Google will monitor, analyze and report on advertisements for EchoStar, and using the data gathered, will determine how and where advertisements are placed. Traditionally, advertisers purchase ad space based on the program being played on TV, but with Google helping, advertisers will change to an entirely new model, buying ad space based on specific audience demographics

Industry analysts predict that the Google and EchoStar partnership will produce both positive and negative effects in the industry. For example, producers that rely on the traditional advertising method will find themselves competing with Google's model, and companies like Microsoft, TiVo and others will benefit from seeing the outcome of Google's partnership with EchoStar. According to some advertisers, the partnership between Google and EchoStar is a trial run.

According to the release, "This partnership extends Google's current advertising platform to a national TV audience with the aim to deliver more relevant and measurable ads. EchoStar and Google are working together to provide automated online campaign planning, scheduling, delivery and measurement of ads on the DISH Network."

Google recently announced the purchase of Adscape and officially marked its entry into video-game advertising. Although gamers have long been against such forms of advertising, analysts said that the move was inevitable. Google is also said to be in talks with advertising giant DoubleClick, with Microsoft and others also bidding for the company.

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