Google is currently testing Adsense for Video allowing publishers to insert streaming video ads in online video content on web sites.

“With this pilot, publishers control when the ads play in their videos and choose which videos get the ads. This pilot represents our continued efforts to address the challenges faced by publishers who want to monetise their video content, by advertisers who want access to quality video inventory, and finally by users who want ads to enhance their video watching experience, not detract from it,” Christine Lee, Adsense product marketing manager said.

TechCrunch, however, notes that Google appears to be lagging in the market of serving ads within video.

“The technology to contextually serve advertising within video is already available, ScanScout providing such a service. Given the massive market share Google holds in the online video hosting marketplace through YouTube, it would normally be expected that Google would be leading development in this field. For reasons unknown, they are not doing so,” TechCrunch said in a post.

The pilot program is currently closed to new publishers.

Related posts:

1. ‘My Damn Channel’ launches Google’s Adsense for Video Platform
2. Tremor Media to offer Google’s video beta ad program
3. YuMe to serve video overlay ads
4. Google closes video sales and rental
5. Brightcove supports Google’s contextual ad for video