Google has ended its four-year-old ad-buying service for TV, with the Internet giant saying it will instead double down on online and multiscreen video advertising efforts.
The Google TV Ads service launched in 2008, with initial partner Dish Network. Google later signed DirecTV, Cox Communications, Suddenlink Communications, Verizon Communications' FiOS TV and Viamedia with a reach across 42 million households in the U.S. The operators provided a portion of their local ad inventory through Google TV Ads.
The service also sold some inventory on behalf of national cable networks, although NBCUniversal dropped out in late 2010.
The decision to pull the plug on Google TV Ads was announced in a blog post Thursday by Shishir Mehrotra, vice president of product for YouTube and video.
"[V]ideo is increasingly going digital and users are now watching across numerous devices. So we've made the hard decision to close our TV Ads product over the next few months and move the team to other areas at Google," Mehrotra said. "Of course we'll continue to support our partners, and our clients' campaigns, as we shut the product down."
In addition to beefing up video advertising solutions for YouTube, AdWords for Video and ad serving tools for Web video publishers, Google also see opportunities to enable access to web content on TV, through products like Google TV, Mehrotra added.
Google had touted the ad-buying service as providing tools for targeting based on demographic and psychographic profiles. Another advantage, according to Google, was that ad buyers paid for only the actual impressions that were delivered.