Google strikes advertising deal with XM Satellite

Google Inc. on Wednesday said it struck a deal with XM Satellite Radio Holdings Inc. to help the search engine’s advertisers automatically insert ads on XM’s nonmusic radio channels.

The deal would give Google advertisers a way to reach XM’s subscriber base of more than 7 million people as they tune in to talk-based offerings such as Major League Baseball and an
Oprah Winfrey channel.

It also could allow XM to increase revenue with new advertisers while lowering the costs related to processing ads, the two companies said.

Web search leader Google has been testing ways to apply its technology for selling Internet search listings to more traditional forms of media, from magazines to video.

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