Google has entered the TV advertising business with the launch of Google TV Ads, according to Reuters. Working in conjunction with EchoStar and Astound Cable, Google's new service aims to redefine the way an ad's impact is measured.

By teaming with EchoStar, Google said it has created an automated system for buying, selling, delivering and measuring the impact of TV ads running on the satellite provider's 125-channel DISH Network.

Caval Desai, director of product management for Google TV Ads, said the new service allows ad buyers to target an increasingly fragmented TV audience.

According to some TV industry analysts, one obstacle for Google might be getting good data from companies such as Time Warner and Comcast, which keep information generated on viewer habits under lock and key.

Google's latest effort also puts it into direct competition with Nielsen Media Research and Spot Runner, which is backed by WPP, Interpublic and CBS.

The service is in an early trial phase.