Tennis Channel will sell an unspecified portion of its ad inventory through Google TV Ads' system effective immediately, according to the companies.
The all-tennis network said Monday that it is the first single-sport channel inventory partner of Google TV Ads, which launched in 2007. Tennis Channel is carrying 77 hours of French Open coverage this week and next and is expanding distribution of the service to 50 million homes for the Grand Slam event.
Other Google TV Ad partners include NBC Universal, Bloomberg Television, CBS College Sports, Hallmark Channel, History International and GSN.
Google's system sells TV ad advertising in an auction-style format to media buyers, and provides second-by-second measurement on viewing metrics extrapolated from set-top data provided by Dish Network, TiVo and others. Advertisers can use Google TV Ads to select networks and dayparts, or specific programs that reach the audiences they desire. Media buyers pay only for impressions that are delivered.
"Google TV Ads is an additional tool for us to use in support of the increased demand we're seeing for Tennis Channel airtime," Gary Herman, Tennis Channel's senior vice president of advertising sales, said in a statement.