Google and XM satellite Radio formed a deal that would allow Google advertisers to automatically insert ads in the radio's non-music channels.

Google's AdWords customers would be able to place terrestrial and satellite radio spots when Google integrates the dMarc platform into AdWords. The company said it plans to do that in the fourth quarter of this year.

Now that's a good innovation.

The only problem that I see with this is that, it would be hard to monitor the response rates. Since it is not on the internet, you can't measure click through rates and other metrics. It would be hard to quantify how much traffic one specific radio ad brought to your website.

Source: Reuters