Google Teams Up With Tivo to Give Advertisers a Clearer Picture

I don't really understand how this is going to work, Google teams up with TiVo to give advertisers a clearer picture.

"Here's where the fear and loathing come in. Google promises that advertisers pay only when their ads are seen. But TiVo lets viewers fast-forward through commercials. Now, with TiVo's data, collected from millions of digital video recorders across the country, Google can tell exactly which of those commercials are being bypassed. If all the commercials are being skipped, the channel gets no money. It's easy to see why TV executives get heartburn over this."

Is Google just processing the TiVo data and if so why doesn't TiVo do it itself? "Google currently has an agreement with EchoStar to sell ads on its Dish Network and collect similar data from the satellite TV company's subscribers." So Google sells advertising time on TV? Or are they just talking about the ads that the TiVo interface puts up, in which case, why doesn't TiVo already have the click-through info? Anyone understand this?