Google continued to expand its advertising reach Tuesday, announcing a deal with NBC Universal for advertising, research and technology, the companies said.

NBC said that Google will sell some advertising inventory from its cable networks, including Sci Fi, Oxygen and MSNBC, marking the Internet search and advertising company's first move into network TV ad sales, using Google's TV Ads platform. Advertisers can use viewer data provided by TV Ads to adjust their campaigns, the companies said.

The two companies will also work together to adapt TV Ads for use by local network affiliates.

NBC will gain access to Google AdWords advertisers in a bid to convert them into television advertisers.

Google and NBCU will share revenue generated from the advertising programs, but did not specify the split or any revenue projections. The pair will also work together to develop new methods to monitor viewing habits from set-top boxes, and transmit data on a second-by-second basis.