Google and the Hallmark Channel announced Wednesday that they have formed a partnership that will make Google TV Ads the channel’s exclusive advertiser. All of the ads will be placed on both the Hallmark Channel and Hallmark Movie Channel.

According to Hallmark, many of the advertisers it’s now trying to attract through Google’s TV Ads platform are new to the television platform, so it will provide more in-depth viewership data to help advertising partners make “real-time adjustments” to campaigns.

Google TV Ads are unique in the television advertising business. Instead of employing conventional techniques for television advertising, Google takes its online model and applies that to the medium. The company aims to provide greater relevancy by using proprietary targeting tools and an auction-based pricing system, which only costs advertisers when impressions are delivered to their ads.

Hallmark and Hallmark Movie Channel now join Google’s growing list of TV advertising partners, which includes Sci-Fi, MSNBC, CNBC, and Bloomberg Television.