Google made a handful of television-related announcements at the National Association of Broadcasters Show television industry event.

For one, Google Search will start showing live TV listings serving as your TV guide in a way that you probably hoped it had in the past. You can edit your provider for accuracy. It works for both shows and movies, which is cool.

The company also announced DoubleClick’s Dynamic Ad Insertion, which it says makes ads “hyper relevant” for viewers across any screen.

“By creating individual streams for every viewer using server side ad insertion, we are able to deliver a better, more personalized viewing experience that looks and feels as seamless as TV today,” explains Daniel Alegre, President of Global Partnerships at Google. “And not only will this work for both live and on-demand TV but it works across directly sold and programmatic.”

For DoubleClick for Publisher clients, Google announced that it will “seamlessly enforce” the level of control that has been established in TV across all inventory, whether sold directly or indirectly.

“That means, we are able to honor competitive separation – so two automotive ads don’t appear in the same commercial break – and other rules like making sure an alcohol and children’s cereal ad don’t appear in the same commercial break,” says Alegre. “This has been major blocker to enabling programmatic to work for TV. And now you no longer need to turn down attractive opportunities from advertisers interested in transacting programmatically because of compliance concerns.”

New TV partners include MCN, Roku and Cablevision, which have all signed on to use DoubleClick for Publishers to serve ads.

Finally, Google announced that it is collaborating with Autodesk on a new cloud-based rendering solution called Maya for Google Cloud Platform ZYNC Render. More on this here.

Image via YouTube