Google Turns to Direct Response TV

NEW YORK In a deal that buyers have been pushing for, Google TV struck an agreement last week to integrate its ad buying platform with the industry’s leading transaction processor for the direct response TV industry, CoreDirect.

For Google, the deal represents another stake that the company’s Internet-based TV auction platform has been able to drive into the turf of traditional TV. For DRTV buyers, it makes the process of buying spots via Google much easier to analyze.

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