Google TV Ads ties up data deal with CoreDirect

by Staff, Brand Republic 21-Oct-08, 10:50

NEW YORK - Direct response television is set to become more accountable after Google signed a deal to incorporate data from Google TV Ads in the CoreDirect analytics system.

CoreDirect is used by direct response agencies to access data such as ratings, broadcast verification and competitive intelligence, as well as offering call centre and fulfillment results, allowing advertisers to directly monitor the impact of their ads.

Google TV Ads is Google's auction system for buying television airtime, and the deal will see the company send second-by-second data anonymously from millions of set-top boxes, giving greater depth of insight.

Gabrielle Schueler, product manager of CoreDirect Short Form, said: "This is the first major step in what will be an increasingly seamless integration of Google TV Ads data with CoreDirect."

California-based agency DirectPartners has already tried out the service.

Roman Alemania, media supervisor at the agency, said: "The Google TV Ads platform added a whole new layer of planning and buying to our media mix. Now that we can analyse our Google TV Ads data within CoreDirect, we are starting to achieve some of the most efficient response costs in our campaign."