I wondered when this would happen, and great to see Google make inroads here.
Can you imagine the disruption this is going to cause in marketing departments?
Now, there are a lot of problems with measuring advertising, but imagine what you can collect with advertising campaigns in a much more fine-grained, accurate manner.
- People who watch this channel also watch this channel. Not from anecdotes or surveys, but from user behavior (so have different campaigns on those channels).
- People saw x seconds of your commercial before they switched the channel.
- x eyeballs actually saw your commerical.
and so on.
This is a baby step that will eventually change how we think of advertising. And not just TV advertising. Satellite radio can do the same thing.