Google Tiptoes Into Being A Content (With Ads) Distributor

from the experimental-distribution dept

As Google continues its efforts to do something useful with YouTube, it's apparently decided to try leveraging its AdSense publisher partners as a distribution channel for select YouTube videos. The whole thing sounds quite a bit forced. AdSense partners (basically, any 3rd party site that put up Google ads), and now also select from a very, very, very small selection of videos that will apparently be automatically rotated through a playlist of relevant videos. The videos will show up with ads surrounding the player -- apparently totally unrelated to video overlay ads Google launched a couple months ago (though, there are some conflicting reports on whether the overlay ads will be included). To be honest, this doesn't sound particularly compelling for a variety of reasons. First of all, if content sites wanted to add video content, there is already the ability to use the ever-popular "embed" options found on most videos on YouTube and many other services. Second, not having much real control over what videos will be appearing pretty much guarantees that the videos probably won't be all that interesting. Third, it's not clear how useful this is to either content sites or users of those content sites. In other words... what's the real benefit here?

What may be a lot more interesting, however, is the idea that Google is recognizing it has a huge network of partner sites, who are potentially content distribution partners, rather than simply ad inventory. As Google tries to morph itself away from being the one-trick (search ads) pony, that huge network of content sites both big and small (including us at Techdirt) starts to look like an impressive asset. The real question, though, is whether or not Google can either come up with the content or a platform for producing content that would build value by being distributing across this network. It's not clear if Google has fully realized this yet, or is simply (as may be the case) looking for more ad inventory. But there's something potentially much bigger if Google can also start providing useful related content to many publishers out there.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team

Filed Under: ads, distribution network
Companies: google


Reader Comments

Subscribe: RSS

View by: Time | Thread



Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Make this the First Word or Last Word. No thanks. (get credits or sign in to see balance)    
  • Remember name/email/url (set a cookie)

Close

Add A Reply

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Make this the First Word or Last Word. No thanks. (get credits or sign in to see balance)    
  • Remember name/email/url (set a cookie)

Follow Techdirt
Insider Shop - Show Your Support!

Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat
Recent Stories

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.