In what Advertising Age’s Brian Steinberg is calling a setback to Google’s goal of becoming a big player in television advertising sales, Google and NBC Universal ended an ad pact almost a year before it was due to expire.
The agreement was set to end in the fall of 2011 under a deal that allowed Google to sell advertising inventory on some NBC cable networks, including Syfy and MSNBC, the story notes. For NBC, the idea was to bring in new advertisers, especially local ones more commonly handled by Google, the article says.
A source familiar with the pact said that NBC Universal felt the arrangement was most helpful to smaller, unrated television networks, according to the piece. The end of the pact means that Google won’t have access to the inventory of a top media company, it points out.