EchoStar and Google said this week they would introduce the first automated system for buying, selling, delivering and measuring television ads across the 125 TV channels on EchoStar’s DISH Network satellite TV system in the US
Google will have access to a portion of EchoStar’s advertising inventory and will use its system to auction it. EchoStar and Google say they are working together to provide automated online campaign planning, scheduling, delivery and measurement of ads on the DISH Network.
“DISH Network is focused on improving all aspects of our business, and advertising is no exception,” said Charlie Ergen, Chief Executive Officer, EchoStar. “Through this groundbreaking partnership with Google, we are confident we will be able to bring increased efficiencies to DISH Network’s advertising sales and more accurate, up-to-date viewer measurement with easily accessible online reporting to advertisers.”
The deal represents a breakthrough for Google’s advertising technology and if it can prove that it is effective for EchoStar, getting it more revenue for the same advertising volumes, then it will be in a strong position to bid for deals at other pay TV systems. Part of the aim of the system will be to deliver more relevant advertising to viewers. Terms of the deal were not disclosed.