Googles DoubleClick Bid Manager has made its first move into traditional media, making television inventory available to buy on its platform in the US.

“Historically, TV and digital advertising have been bought and measured through different systems and currencies,” said Rany Ng, director of product management at Google. “By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.”

The launch promises to bring progammatic buying and better measurement – making it possible to see the lift when someone searches for their brand on Google or YouTube after seeing a TV ad, for example – to the channel.

The inventory promises to span national and local TV, plus addressable TV – ads targeted at specific households – and is sourced through integration with WideOrbit, Clypd and Googles own Fiber

“As viewership patterns change, advertisers and publishers have new opportunities to provide audiences with great ad experiences across screens and content types,” said Ng. “By bringing TV and digital video advertising together, we hope to help advertisers and publishers grow with video in a more impactful way.”