As it does with its AdWords search system, Google [1] 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 [2]. Lower-quality advertising -- the ads deemed less relevant by consumers -- will acquire higher media [3] 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