Web colossus Google is dipping its toe into the local-cable-ad business, testing out an auction-based system with a “small number” of advertisers to place ads with a small Northern California operator.
The company -- which sold $10.6 billion worth of Internet advertising last year -- is betting that its automated and targeted ad-buying system will work for cable just as well as it does on the Web. Google’s Internet-ad system sells ad inventory based on keywords in an auction format.
Google confirmed that it has been working with Astound Broadband, a unit of Wave Division Holdings based in Concord, Calif., since last year to place local commercial spots. The news of the ad trial first appeared in The Wall Street Journal.
Google spokesman Brandon McCormick said the company is running the test with Astound but declined to provide details.
"As we have stated publicly, we think we can add value to TV advertising by making this important medium more relevant for users, measurable and more accountable for existing and new advertisers,” McCormick wrote in an e-mail. “As part of this, we are currently running a small, early phase trial working closely with a small number of partners and advertisers."
Wave CEO Steve Weed did not respond to requests for more information.
