read more at Terry Heaton’s PoMo Blog
"TechCrunch is reporting that YouTube is beginning to allow content partners to serve their own ads along with videos they make available via the service. This is, of course, pretty huge. It’s one of the key principles of monetizing unbundled media and one that mass media types will immediately welcome. After all, who has a bigger mass that YouTube, right?
Erick Schonfeld, who wrote the TechCrunch piece, rightly notes that Google wants to monetize YouTube any way it can.
The ability to sell their own ads on YouTube is a big deal for larger media companies, especially those which are already selling Web video ads across their own sites. Media companies with lots of video tend to have large advertising sales teams that are typically able to command better ad rates than what YouTube can get. The prospect of selling ads against all of their videos on YouTube at those higher ad rates has them salivating, even if they have to share the spoils with YouTube."