Google may be online advertising’s 800 pound gorilla, but using its digital dominance to push into traditional advertising markets has proven to be a real challenge.
In 2006, for instance, Google began trials of a platform designed to help advertisers more efficiently purchase ad inventory in newspapers.
In 2009, the search giant killed the offering. Ditto for a similar platform created to move radio ad inventory.
So perhaps it won’t come as a surprise that Google has decided to throw in the towel on Google TV Ads, an extension to AdWords that made it possible for advertisers to “bring digital buying and measurement technologies to traditional TV advertising.”