By combining Nielsen data with aggregated set-top-box data, Google said, it can provide advertisers and agencies with information to help them create relevant ads for viewers.

The Google TV Ads platform has been operational since May and includes advertising inventory across hundreds of channels and all dayparts. It enables second-by-second data reporting, so advertisers can understand how their ad is performing and make near real-time adjustments.

Google and Nielsen also said they will jointly explore a number of other opportunities to work together to measure online and other media.

“The relationship with Google—which we expect will expand significantly in the months ahead—is a prime example of the ways Nielsen is embracing new technologies, platforms and relationships worldwide to serve clients more completely, to provide companies with its insights and to help expand the base of potential advertisers everywhere,” said Nielsen Chairman-CEO David Calhoun.

—Carol Krol