Google: Those TV Spots Better Be Good

As it does with its AdWords search system, Google plans to sell spots based not only on price but on how well an ad performs. Better-quality advertising -- advertising the audience deems most relevant -- will be rewarded, as marketers will pay less for the same spot. Lower-quality advertising -- the ads deemed less relevant by consumers -- will acquire higher media bills. Simply put, Google's TV Ads could go a long way toward answering who is responsible for bringing viewers in and who is responsible for retaining viewers, the network or the advertiser?

Advertising Age
by Abbey Klaasen