Google Audio Ads Beta Begins

Google has completed the integration of the online radio advertising platform it bought when it acquired dMarc Broadcasting for $102 million earlier this year and has begun testing Google Audio Ads for a select group of its AdWords advertisers.

Google aims to bring "efficiency, accountability, and enhanced ROI to radio advertising by providing advertisers with an online interface for creating and launching radio campaigns," according to a blog post attributed to "Josh M., a member of the Google Audio Ads team."

(It's perhaps worth noting that companies concerned about rivals poaching their talent sometimes discourage employees from identifying themselves publicly. A Google spokesperson wasn't immediately available to confirm or deny this explanation for the abbreviation of Josh's surname.)

Google says users of the system will be able to target customers by location, station type, day of the week, and time of day. Audio Ads advertisers will also be able to see online reports that detail when ads played.

Google has posted guidelines for audio ad creation on its Web site. The company hasn't yet set a date for the general release of Google Audio Ads.