Google Fiber is bringing programmatic advertising to television. What does this mean for the future of broadcast advertising?.
Kansas City may have suffered a tough loss in March Madness, but they’ve scored a big win in the ad world. Google Fiber, high-speed internet and TV that’s currently available only in Kansas City, Provo, and Austin, is revolutionizing broadcast advertising with its new trial program that targets viewers and measures this data much like web ads.
Announced on March 20, subscribers to Google Fiber will now be delivered ad content that is curated based on the viewers’ geography, the type of show they’re watching, and the household’s viewing history. In turn, the advertisers will be able to measure how many households have seen a given ad, and will only pay for ads that have been watched, much like internet ads. This change will apply to both live and DVR’d shows, which will ensure that the ads played during saved programming are timely regardless of when it was recorded. This more direct approach to TV advertising will likely drive the cost of ads down, but will be less beneficial for networks that make money by selling airtime in mass amounts.
This change will make ads more relevant to the viewers by narrowing the verticals based on their interests, but some users have concerns about privacy with Google tracking their viewing history. However, the tracking is claimed to be unsophisticated at this point, and it would be no more invasive than entrusting Google with other personal information, like email accounts and search histories.
Overall, this is one small step for Google, but one large leap for programmatic television advertising.