Google's ad deals with Viacom and News Corp. are major

Google's highly-touted deals with MySpace.com and MTV Networks this week are pretty prolific for all parties involved. Google will further entrench its AdSense platform into two incredibly-popular web properties -- Viacom's MTV Networks and News Corp.'s MySpace.com -- at a time when both media companies needed a workable advertising solution to ensure monetary growth in both businesses. And, Google will reap the benefits of providing highly-relevant ads in front of hundreds of millions of potentially new eyeballs.

Was MySpace.com in trouble? It depends on your perspective. While the site has rocketed to almost the top spot in monthly web visitors, coming close to perennial leader Yahoo!, the way in which it brings money to the News Corp. corporate table was a pretty large unknown. Only one thing was known: MySpace.com was generating an unreal amount of visitors, ad candy to many large companies that probably wanted to purchase the property. In the end, Rupert Murdoch and News Corp. won the deal.

Now it's time to monetize that traffic without destroying the look, feel culture and uniqueness of the property -- a sure sign of driving away visitors that happens all too often when a large corporate takeover of a spirited, young and hip company happens. Google's deal with MySpace.com this week will provide that in customary Google fashion most likely (read: lucrative). Additionally, Google's deal with MTV Networks to syndicate clips from the network on Google's global AdSense network will also provide a nice boost to MTV as well as further entrench AdSense as the new ad medium for the next decade, if it's not there already.

Brian White has worked in various executive positions in technology and telecommunications and now focuses on editing and writing.