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Article: YouTube ad-serve play opens it up to Big Media content players; FreeWheel test could draw CBS, Warner, up ad ante past 9% mark.(NEWS)
- Article from:
- Advertising Age
- Article date:
- July 27, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: MICHAEL LEARMONTH
After years of playing mostly aloof to the concerns and dramas of Hollywood and New York, YouTube is showing a new flexibility with Big Media as it builds its brand-advertising business.
Today, YouTube begins a test today with another outside technology, FreeWheel, a video-ad server founded by ex-DoubleClick execs. YouTube has long allowed partners to sell their own ads, but with FreeWheel, they'll be able to serve the ads as well, meaning the same ad could appear in the same content no matter where it is, on YouTube or elsewhere.
That opens up YouTube to a host of big media companies such as CBS and Warner Bros. that ...