Microsoft is expanding its relationship with NBC Universal into a major advertising alliance. The entertainment giant will use Microsoft's Admira software to sell chunks of advertising on its national broadcast and cable TV networks. Admira analyzes demographic data on viewers to generate more targeted TV ads and also adds automation to the buying process.

Here's more from the joint release from the two companies:

By aggregating multiple sources of anonymous viewership data from across satellite and cable systems and overlaying that with purchase and geo-demographic data, Admira creates a unique national panel that it uses to help advertisers reach their desired audience composition. As a result, advertisers and agencies can buy audiences that might have otherwise been overlooked by other television advertising platforms and measurement technologies. Admira continuously optimizes ad placements in response to near-real-time viewership data to help ensure advertisers get the right messages in front of the right audiences.

The companies are already linked through their MSNBC joint venture. The NBC Local Media group tested the Admira system in Los Angeles this spring. The full ad partnership starts in the fourth quarter of this year. Financial terms were not disclosed.