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Google will power some web ads for the broadcaster site which will start running AdSense text ads on its search results pages in the next 10 days or so. Google has already powered's site search for 18 months so this is a logical extension of the deal – and it may be extended further depending on results.

As the ads will only display on search results pages, it won't mean a windfall for, which in August was forced to postpone by two years its target of making £150 million (E190m) annually from the web. But it is substantial – search queries have grown from 500,000 in August 2007 to nearly five million last month, ITV said.

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