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How a newly won partnership in France could signal Google’s broader TV ambitions

Digiday 25 Feb 2020 05:00

Google has long pitched YouTube as an alternative to traditional TV advertising, but it’s never managed to make a move into the $170 billion global TV ad market itself. But as more linear TV viewing shifts to digital devices and platforms, Google is quietly making inroads on one of the few areas of digital advertising it doesn’t yet conquer.

Late last year, Bouygues Telecom, the third-largest telecoms provider in France, awarded a contract to Google to develop a targeted TV ad system that uses data such as browsing behavior and socio-demographic information on Bouygues’ set-top TV boxes.

The deal was first reported by French publication Le Journal du Net and was confirmed by several sources in the French market. “We haven’t got anything further to add here as discussions are ongoing,” said a Google spokesperson. Bouygues Telecom did not respond to requests for comment.

The request for proposal, released last July, outlined an 18-month contract to develop a backend solution to store Bouygues’ targeting data, select which ad should served to which household, and redirect this information to the ad server of the TV ad sales house or other monetization partners.

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