Google, XM Satellite Radio Sign Ad Sales Pact

04 August 2006

MOUNTAIN VIEW, CALIFORNIA: Google is poised to enter the satellite radio market following the inking of an agreement between its radio ad auction arm, dMarc and XM Satellite Radio.

DMarc's technology enables web marketers to buy and insert advertising directly - a facility that is now extended to satellite radio.

The dMarc system "automatically schedules and inserts advertising across XM's non-music commercial channels, helping to increase revenue with a wealth of new advertisers, while decreasing the costs previously associated with processing advertisements," according to a joint Google-XM press release.

Google Ad Words advertisers will be able to bid for spots on XM talk stations, sending an early signal of how it might monetize the "long tail" [or niche content] of offline advertising.