It’s been a long haul for Google on the TV front. Verizon FIOS joins DirecTV and Dish in running Google’s data-driven, targeted TV ads. The new deal should help extend Google’s reach on TV to 35 million households by early next year.

But don’t expect any cable partnerships to be announced anytime soon. The cable companies want to implement their own targeted advertising and not be beholden to Google. The satellite and phone companies are trying to take share away from the cable companies, so they are more open to trying new technologies. If Google can prove that its ads are more effective, as it is trying to do through a partnership with TV audience measurement firm Nielsen, then maybe it can give its TV partners a leg up.

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Authors: Erick Schonfeld

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