Google formally began a test of television advertising with its partners EchoStar, which runs the DISH Network, and a small Northern California cable company called Astound Cable. Google’s ad testing with Astound has been taking place for several months, and the search company thinks it can do a better job of targeting cable viewers with relevant advertising.

The data for testing the television ads will come from aggregated, anonymized metrics collected from set-top boxes that connect TVs with the cable signal. Google will be able to offer advertisers targeted spots based on demographics, dayparts, and channels, with those clients paying only for actual impressions delivered.

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