Google is testing 2D bar codes for cell phone cameras on print ads. The plans is to make advertising more useful for readers and more measurable for advertisers. 2D barcodes allow readers to “click” on interesting print ads with their cellphones and seamlessly connect to relevant online content.

To read 2D barcodes, a phone must have a camera (ideally with a close-focus or macro mode) and the proper decoding software installed. The phone also must have a web browser and data service to visit any encoded URLs.

Testing the waters right now are ads for jewelry retailer Blue Nile.

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