Google has an important partner for the new TV ads system. "EchoStar Communications Corporation and Google announced today that the companies have entered into a partnership agreement to introduce the first automated system for buying, selling, delivering and measuring television ads on EchoStar DISH Network's 125 national satellite programming networks. Google will have access to a portion of DISH Network's advertising inventory that spans across all channels and dayparts. The agreement is the first of its kind for a national pay-TV provider and Google."
The ads are bought through the same interface as AdWords and their performance will be measured by aggregating anonymized metrics from the set-top-boxes. Google will target the ads to the shows and not to their viewers: advertisers will be able to choose the "demographic, daypart and channel and pay only for actual impressions delivered".