Google to participate in Satellite Radio advertising?

This is an interesting one that came across on USA Today. The article talks about Google getting into "Old Media" like Radio, Print and TV. As you'll recall, back in January, Google acquired dMarc Broadcasting which is a company that uses computer technology to fill unsold airtime. DMarc also offers advertisers real-time reports on when and how often an ad has aired on a particular station, something that used to take months to receive.

On a recent conference call, analysts were told that Google's focus this year is on applying its advertising skills to "different mediums" and that 2006 will offer a "unique and historic opportunity" to expand.

To quote the USA Today article:

Google sees the dMarc computer system as a great starting point for bringing targeted ads to radio. Eventually, Google sees the mix including satellite radio and the new digital HD radio, which requires a special receiver for listeners to get extra stations. Using the new digital receiver, Google hopes one day to target ads more precisely to the listener.

This on the heals of a recent mention that XM's Push-to-Purchase technology will be incorporating advertising functions. Very interesting to see how this plays out...