Google’s once-inconspicuous text ads are getting a grainy video makeover in the latest attempt to monetize YouTube. A new service today will let websites embed relevant clips amongst AdSense offerings, sprucing up ads in exchange for a cut of revenue. Video auteurs will also get revenue pie, but only the 100 or so Google has deals with will be distributed.
AdSense represents a vast distribution stream for content providers. Past web syndication attempts have been busts, the NY Times says, though none had AdSense's reach. “Any website that is medium to large typically doesn’t want arbitrary content showing up,” warned one syndication CEO. Google envisions eventually using the vast network to syndicate non-video content as well.