Google is stepping up its efforts to help TV advertisers understand the precise impact their ads have online, announcing a new partnership with Rentrak to expediently show marketers how their ads impact minute-by-minute Google searches, down to the spot level.
The company is upgrading its TV Attribution product—which measures the digital impact of ads on television and radio —from Adometry, the marketing attribution firm it acquired last May. When it launched last October, TV Attribution was only able to provide insight about website visits prompted by exposure to TV and radio ads, but it has now integrated Google search query data to help advertisers understand exactly how consumers are interacting with its brands online.

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