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Broadway Systems teams with Google TV Ads for automated ad buys

Broadway Systems, a provider of software that helps cable networks manage multiple aspects of their advertising businesses, has announced a collaboration with Google TV Ads, an auction-based platform for purchasing television advertising. The agreement enables cable networks using Broadway Systems to easily sell their inventory through Google TV Ads.

Through the new integration, Broadway provides a list of available commercial inventory to Google TV Ads, which can be accessed by potential advertisers. Spots sold through Google TV Ads are delivered directly to Broadway Systems' software for scheduling and airing. After the spots run, verifications and reports are sent back to Google TV Ads.

Broadway customers who make their inventory available through the Google TV Ads platform maintain control over inventory and rates using Broadway’s traffic, billing, sales planning and proposal modules.

Robert Meese, business development manager for Google TV Ads, said the new agreement makes TV advertising “more relevant, accountable and measurable, delivering benefits to viewers, advertisers and programmers.”