EchoStar, Google team up to target pay-TV ads

Joyzelle Davis, Rocky Mountain News

Published April 3, 2007 at midnight

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EchoStar Communications and Google were scheduled to announce today a venture to create an automated system for buying, selling and measuring TV advertising on Dish Network's 125 national satellite programming networks.

Google has similar programs for radio and newspaper advertising, but this is the first of its kind for a national pay-TV provider.

The venture combines Google's success in targeted online ads with EchoStar's 13 million subscriber set-top boxes, which can measure such data as which commercials viewers watch and which they skip through with their digital video recorders.

"This is a big step in being able to target the ads for both advertisers and the viewers," said Mike Kelly, EchoStar's executive vice president of advertising. All of EchoStar's data collection is anonymous and doesn't involve individual customer information.

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