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Google is now generating more ad revenue in the UK than ITV1, according to The Times .
The online ad giant has already overtaken Channel 4 and now has ITV as a whole in its sights.
The paper says ITV earned £317m from advertising on its main channel in Q3, while Google generated £327m from UK online advertisers.
However, ITV1's revenues for the whole year are stil expected to surpass Google's - they are projected to reach £1.3bn compared to the search engine's £1.25bn. ITV, digital channels included, is expected to generate around £1.45bn.
It is predicted that Google's ad revenues will continue to outstrip broadcasters' ad income next year in the UK.
Google launches TV ads, creeps up on ITV