Google testing in-stream video ads on publisher sites

Google is running a limited test that will allow select advertisers to run video ads inside of video clips on some U.S. publisher Web sites in Google's AdSense program. Under the AdSense for Video test, which began on Wednesday, revenue will be split between the Web site publisher and Google. Details were not disclosed. Advertisements will play on the publishers' Flash players and not on YouTube or Google hosted videos. Publishers can select which videos to monetize and track the performance of the ads, as well as choose where the ads will appear within the video. Ads will be 30 seconds or shorter and can be made skippable.

Google ran two pilot tests previously that allowed publishers to choose video clips with bundled ads to display on their sites as part of an AdSense video distribution and sponsorship that involved Epicurious.com, The Wall Street Journal and Conde Nast LX Networks. Google also offers click-to-play video ads to its AdSense publisher network.