Google strikes advertising deal with XM

MSO Observation: Google's AdWords model has revolutionized how advertising gets placed on the Internet. It's nothing short of brilliant. AdWords allows you to deliver your ad in the context of an online search as well as deliver advertising on specific sites.  So, this morning, the headline reads:

Google strikes advertising deal with XM

NEW YORK (Reuters) — Google on Wednesday said it struck a deal with XM Satellite Radio to help the search engine's advertisers automatically insert ads on XM's non-music radio channels.

The deal would give Google advertisers a way to reach XM's subscriber base of more than 7 million people as they tune in to talk-based offerings such as Major League Baseball and an Oprah Winfrey channel.

It also could allow XM to increase revenue with new advertisers while lowering the costs related to processing ads, the two companies said. [ USA Today Story ]

The dMarc partnership allows advertisers to place ads on terrestrial radio stations and now on satellite radio. The only thing that this model appears to be missing is the "quantification" of the audience. With AdWords, one can pay for the ads on a "per click" basis, getting charged every time someone clicks on your ad. In the site/search context model, one pays on a CPM basis for eyeballs - it's all about page views.

It would appear that the only thing missing from Google/dMarc model right now is the