advertising inventory

Google will begin selling ads on some cable networks owned by NBC Universal in a new partnership that will expand Google's efforts to become a force in television advertising.

Under the agreement, NBC Universal will make a relatively small amount of advertising time on networks like MSNBC, CNBC, Sci Fi and Oxygen available for sale through Google's TV Ads program in the coming months, the companies said. The partnership could later be extended to other NBC Universal properties.

In the latest in a strong of acquisitions, AOL on Tuesday acquired Sphere, a contextual-search tool developer that broadens AOL's publishing network and offers more relevant search results.

Founded in 2005 and based in San Francisco, Sphere uses its contextual technology to make connections between content from blogs, video, media, photos and advertisements. Results are then displayed in a pop-over window or an integrated widget that lets publishers enhance articles by incorporating related articles and blog posts.