5.11. EXTENDING THE GOOGLE REACH

Google has been highly experimental when exploring the field of advertising. It ran a test in the Chicago Sun Times, selling box ads for newspapers. The program utilized "remnant space," unsold space where the paper otherwise would run house ads.

Google's YouTube is a huge success with users, but, so far, Google has not found a way to make money from the site. Video advertising could be the answer. Even as it was engaged in a lawsuit with Viacom, Google struck a deal to test inserting ads into video clips of Viacom programs. It also will run advertising along with some of CBS's primetime shows and soap operas.

Online video gamers, of whom there are about 200 million, may soon find lots of commercial spots on their favorite video games.