Google and the Nielsen Company announced the establishment of a multi-year relationship starting with gathering demographic data for the Google TV Ads.
Google will combine Nielsen demographic data with the aggregated set-top box data it is already using, giving advertisers more targeting capabilities. Data derived from Nielsen's TV ratings panels will provide Google's TV Ads advertisers with the demographic composition of the audience.
Google and Nielsen also promise future plans to work together to measure online and offline media.
"As we continue to expand our TV advertising program, it is important that we provide advertisers and agencies with data that will help them reach their target demographic with the right ad," Eric Schmidt, Google CEO, said in a statement. "Working closely with Nielsen, the industry leader, improves our measurement capabilities by adding a demographic layer on top of existing set-top box data. We're pleased that Nielsen is working with us in this endeavor."