These advancements allow Google to do what it does best - collate huge amounts of data and implement new solutions based upon that data. In this case specifically, aggregate data from many thousands of anonymous users (anonymous in name; their demographic may be known) will be collated. This data will then be checked for the amount of viewers, the demographic of the viewers, how many times the ad was watched, and whether the ad was watched all the way through to the end.
Google will then use the information to determine how effective the campaign has been and whether the ads are being delivered at the optimum time.
As always, Google is aiming for a large, scalable, fully automated solution - from the planning stages through to the uploading and distribution of the ad, and finally to reporting on the effectiveness of the ad. The similarities to the Google Adwords program is noteworthy in that the system will work on an auction model, with the best prime-time slots going to the highest bidder - perhaps we will see large media agencies eventually controlling both online and television campaigns. Price will be calculated on a CPM (cost per thousand impressions) basis, similar to Google Adwords
Since the entire process is automated, agencies and advertisers should be able to effectively plan their advertising campaigns with ease - but whether the massively successful advertising model that Google uses online will work so well in the traditional area of television advertising remains to be seen.
