Kantar Media is set to integrate return path data (RPD) from DirecTV subscribers with Google TV Ads, the online marketplace through which advertisers can buy, sell and measure national television advertising.

The DirecTView service processes RPD obtained largely through a database of DirecTV's subscribers, integrated with other data sets. The service enables measurement of both live and time-shifted audience viewing at a second-by-second level across more than 350 channels.

Google TV Ads utilizes RPD as a targeting and reporting tool across its entire television inventory, now adding data from DirecTV. Google announced a strategic partnership with DirecTV earlier this year, through which the online marketplace will offer advertising inventory on a broad selection of television networks carried by the satellite provider.

Integration of RPD from the DirecTView service will help support ad inventory from DirecTV soon to be available on Google TV Ads.

Last week, Microsoft Advertising announced it signed up to use DirecTView, the first company to sign up for Kantar Media's Data Partner Program.

"Data-driven advertising marketplaces are creating new opportunities for television programmers to connect with marketers, spurred by the ability of ad buyers to gain insight into the programming inventory under consideration," says Bud Breheney, chief commercial officer of Kantar Media Audiences.