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It has long been a dream of Google CEO Eric Schmidt's that he not have to see advertising for certain products of a feminine nature while watching a football game. Google may be closer to being a player in the TV advertising market through a rumored deal with Dish Networks.

Google To Supply Dish Networks Ads?

Google's arrival in the television advertising market should be a good event for viewers and advertisers, but a negative for the agencies that traditionally dominate it. The measurement and targeting Google wants to deliver represents a departure from the 'fire and forget' model that drops irrelevant advertising on people like Google's top executive. An agreement with Dish is just a rumor right now, brought up by Matt Marshall at VentureBeat. It's a rumor that will shake up a lot of ad executives faster than a carafe of espresso if it comes to fruition. Between Dish and Google, the two could mine a wealth of personal information to make an advertising venture a highly personal experience for Dish viewers:

But a Dish partnership is notable because of how interactive the Dish experience has become. Users already use keywords to search for programming, choose themes they like and create custom guides — all indicators of personal taste. Dish and Google might be able to obtain permission from users to exploit such information. Google could then work with any number of technology providers to help it automatically insert relevant ads into the programming.

Privacy concerns will be brought up, particular with regards to advertising to children. That particular worry could be enough to keep a targeted ad effort focused on the 13+ crowd, to avoid angering parents' groups and federal regulators. When the day comes that Schmidt can watch the Niners-Raiders game without seeing any unwanted content (the Raiders offense notwithstanding), Google's TV ads will be a success. For now, they are just a part of a small test with a cable TV company in Concord, California, as VentureBeat noted. ---