Google said Wednesday that it had signed an agreement with XM Satellite Radio to make the service's advertising inventory on non-music channels available to Google advertisers through the dMarc service it bought in January. When Google integrates its radio advertising platform into adWords in the fourth quarter of this year, subscribers would now be able to place both terrestrial and satellite radio advertisements.

"This partnership with XM Satellite Radio will provide a powerful marketing and distribution tool for Google advertisers," Google radio head Ryan Steelberg said. "By providing access to XM's premier satellite audience, Google advertisers will have an easy way to target, schedule, deliver and measure satellite radio campaigns in a timely and efficient manner."