In agreeing to acquire YouTube for $1.65 billion on Monday, Google is making a big bet that it can harness its considerable advertising expertise to turn YouTube’s vast collection of video content into a media gold mine.
Google CEO Eric Schmidt went further, saying that the deal marked “the next step in the revolution of the Internet.”
Top executives at both Google and YouTube likewise offered few details on what types of advertising they plan to jointly develop. In response to a question about whether YouTube will adopt pre-roll ads, the company’s founder and CEO Chad Hurley said they “will explore a lot of options,” without giving specifics.
In its deal with CBS, Hurley also pointed out that YouTube is introducing a new automated system for protecting intellectual property rights. It will allow media partners to identify and remove copyright-infringing material from the site. The system is also intended to assure marketers that their ads won’t be linked to pirated or otherwise inappropriate content.