Last we heard from sources on Madison Avenue, Google's TV advertising business was a joke. Only 200 clients had signed up for it in almost a year. Its ad targeting tech, unlike Google's sophisticated Web ads, judges whether or not an ad is relevant based on whether viewers click away while it plays, even though Google itself says 96 to 97 percent of the audience stays tuned in to a channel no matter what ad plays. So why did NBC today announce it would let Google play middleman for its cable networks, which include Sci-Fi, Bravo, Oxygen, MSNBC and CNBC?Easy: Google TV exec and Michael Steib used to work for NBC. Leaning on old colleagues is one of his favorite tactics for getting ahead, Steib told Crain's when the magazine named him to its list of "Forty under 40":

Google's top executives desperately want to convince Wall Street that it's on the verge of cracking the $70 billion television-advertising business — automating it, rationalizing it, and ruling it, as it has done with the considerably smaller search-advertising market. They've even hired an NBC executive, Michael Steib, to sell broadcasters on the idea. The only problem: It will never work, as Google's own documentation shows. Google's triumph in search is a product of its skillful use of data. By analyzing what Web searchers click on and what advertisers say they'll pay, it's able to continuously refine the ads it displays to yield the most clicks for advertisers and the most profits for itself.