Imagine sitting back watching your favourite show on the TV, when suddenly in the ad break you see that car is being advertised, the one you where just looking at online.  Then you notice an ad for the laptop you looked at yesterday online appears.  You then realize that all the ads seem to be speaking to you, as if they know exactly what interests you and what you have been looking to purchase. 

Is it by coincidence?  I highly doubt it.  Chances are you have been targeted specifically.  Google has devised a plan to allow advertises to measure the success of their television campaigns, which in turn will allow them to monitor the effectiveness of their ads.  Targeted commercials may not be too far off.

Google has partnered with the American cable company EchoStar Communications to deliver the right ads to the right audience.  With this new technology, advertisers will be able to know exactly who watch the ad and if they stopped watching, it will also go one step further and let advertises know at what point consumers stopped watching.  This will finally give better accountability back to the advertiser, and allow networks and TV programmers to monetize their inventory.

Google also plans to introduce an auction system, where advertisers are able to place a bid for a timeslot or program.  Google is saying that their system is the only system with end to end system with auction based pricing, digital workflow, and commercial measurement which informs the advertiser the effectiveness of the campaign.  Advertisers will be able to adjust their prices for their next campaign according to the outcome of the results.

Google has also spoken about the fact that this revolutionary technology will make the TV advertising medium accessible and easy to use for people who have never advertised in this space, allowing users of the system to easily and effectively promote their product or service.

How long will it be until Google creates a system that will be able to deliver individually targeted advert campaigns?   Google has stated that the consumers will have the real vote on what they see in the forms of advertising, advertising agencies will have to listen to the consumer, delivering more relevant advertising.

This is a huge leap forward than what we see today; maybe soon we won’t have to sit through those tedious commercials time and time again.

It also shows the extent of Google’s reach, who knows what they will come up with next.