Hallmark Channel signed a deal with Google that allows the search giant to sell ads on the cable channel through its Google TV Ads platform.

Google, which has been looking to use its targeting and analysis tools to move into the TV advertising business, previously struck deals with NBC Universal’s cable networks, Dish Network and Bloomberg TV.

Through Google, advertisers buy ads through an auction-based price system and pay only for impressions delivered by their ads. They receive a report on how many people the ad reached within 24 hours of airing.

“The Google TV Ads platform will allow more advertisers to access the network’s acclaimed roster of family-friendly programming—entertainment that audiences cherish during the holidays,” said Bill Abbott, executive VP of ad sales at Hallmark Channel.

Hallmark’s deal includes both Hallmark Channel and the Hallmark Movie Channel.

“Hallmark Channel’s strong family-friendly brand and programming attracts an important viewer demographic that Google TV Ads’ advertisers can now access,” said John Saroff, manager of strategic partner development for Google TV Ads. “Combined with our platform’s measurement technology, this collaboration signifies an important step toward making television advertising more accountable for advertisers and more relevant for viewers.”