Google plans to offer advertisers more than interactive data. Through a partnership with Echostar, the company will offer “second-by-second” data on TV viewership to agencies and advertisers within 24 hours—much faster than the big tracking firms currently do. Google is also exploring ways to track radio listenership and print ad exposures.
“We're taking our learnings in search and trying to apply them to the offline world,” said Khee Lee, vertical market manager for health at Google, noting the interdependency of offline and online channels.
The 800-pound gorilla of search engines nonetheless insists it's not looking to get into the media business.