Google (NSDQ: GOOG) TV Ads continues to have a difficult time adding cable network partners to its system, but a new arrangement with DVR provider TiVo (NSDQ: TIVO) could at least produce a few more ad dollars. The two have struck an agreement that has Google licensing and integrating TiVo’s viewing data into its own audience measurement system. The search giant will provide details about ads sold through Google TV Ads platform. Terms of the deal were not disclosed.

Release

Under Google TV Ads’ auction system, marketers only pay for ads that are seen. The use of TiVo’s time-shifting data will allow Google to promise its advertisers greater accountability. For the most part, Google TV Ads remains limited to selling ads across the Dish Network. It’s not clear how many Dish households also have TiVo.

Plus, as Mike Steib, Google’s director of emerging platforms, tells the LAT, about 3 in 10 companies that buy TV ads through Google have never used TV as a marketing tool before. That means that a significant portion of Google TV Ads customer base are small advertisers. Right now, that doesn’t mean a lot of revenue. But as more local and smaller advertisers turn to various forms of interactive ads, this partnership could be seen as another step in attracting an untapped source of marketing dollars, at least over the long term.

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