Together with their print ads inititative, Google has been conducting a private beta for it’s new TV ad brokering exchange, and soon will roll this service out on a wider scale within the US. The platform will enable marketers to log into the Google interface and place a buy for cable spot ads.

According to an article in Media Daily News, Google’s head of TV Ads, Michael Steib, says that the testing of the automated system has been “successful in proving the concept, and the challenge now is to expand and scale it”.

During the beta phase, advertisers have ranged in size and Google has specifically shown interest in the smaller advertisers, by enabling spot creation by Google producers. The aim of the program from this angle is to eliminate barriers of entry for the smaller tv ad buyers that are often using Google’s Ad Sense for Internet ads. These smaller advertisers and other larger advertisers will be able to search programming based on keywords, and buy tv advertising based on content.

The Google television advertising product will potentially also enable analytic insight into the relationships between television advertising and Internet interaction. This will undoubtedly also lead to new and improved set-top boxes to capture some of this data.

Ultimately, the goal of the product will be to expand the advertiser base for television and this seems like a fertile ground for the next wave of Google revolution. Possibly, soon we will be doing SEO for TV shows! Of course the partnership with Google’s You Tube will further enhance distribution in this arena.

Our intuition tells us that an Irish rollout is expected within the millenium.