In Google's sights: Nielsen

This is pretty interesting, according to the Guardian, Google has developed a new application that can identify which TV program you're watching simply by listening to it. I'm guessing it assumes you'll have your PC and TV within earshot of each other and on at the same time. However, if you do, it will deliver advertising or content to your PC based on whatever you're watching and connect you with other viewers of the same show.

It's still at theory stage, being based on a research paper, and the eventual uses could be much more interesting. However, it's fascinating how much attention Google is paying to advertising.