Google is running a pilot with 100 customers allowing them to buy ads in newspapers through Google's ad brokering service. Google intends to eventually allow customers to buy radio, television, newspaper, and magazine ads through the service, creating efficiency, and giving Google another revenue source. Last year, Google bought ads in magazines and used an auction process to resell the ads, which did not go well. The newspaper pilot will be different in that Google will not be buying the ads before customers demand them and they will not be using an auction to sell the ads.
Reuters
WSJ.com
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