According to a report at TechCrunch, Google Inc. (NASDAQ: GOOG) is working on programs that will drive adoption of video advertising online. CPMs, the rate that advertisers charge customers, are estimated to be over $40 for online video. This is much higher than the rate for simple banners.

Google obviously has an edge, if it can come up with a program that both advertisers and content companies will accept. Due to its ownership of YouTube and Google Video, the company has the largest audience for video content. What it still lacks is a broadly accepted program to move TV advertising to the web.

One of the issues facing Google and competitors is whether people are willing to watch ads that are much longer than 10 or 15 seconds. Longer ads clearly offer a better opportunity to explain product features, but if web visitors will not take the time, it does not matter.

The other substantial problem is where the ads go. Do they belong in the programming or in some other spot on the web page.

With display advertising growth rates slowing and text search ads reaching a level where their year-over-year numbers are likely to be less robust, the battle for internet revenue may well turn to video.

Douglas A. McIntyre is a partner at 24/7 Wall St.

Google Inc. (NASDAQ: GOOG) has purchased RSS feed leader FeedBurner. Terms were not disclosed, but the cost was rumored to be about $100 million. The company provides feeds for about 400,000 customers, many of them blogs. It will be a good fit with Google's Blogger platform, which is widely used.

More menacing for Google's competition is the fact that Google will control the largest banner ad serving company, DoubleClick, the premier search text ad business, AdSense, and, with FeedBurner, the largest RSS advertising platform. Firms, including AOL and The Wall Street Journal, participate in the FeedBurner advertising network. Advertising is sold by channels like "business" and "news' with feeds from the appropriate sites banded together.

Once again, it is surprising that Yahoo! Inc. (NASDAQ: YHOO) and Microsoft Corp. (NASDAQ: MSFT) were not buyers. The price of the company was not so high as to be out of reach.

Google's M&A seems to be as good as its search tools.

Douglas A. McIntyre is a partner at 24/7 Wall St.

MySpace site publishers who run text ads through the Yahoo Publishing Network got a shock  last week when many of their accounts were suspended due to "poor traffic quality," reports text advertising guru JenSense (and referring to this Digital Point forum). The major problem, it seems, is that MySpace clickthrough rates are low and not very profitable for either Yahoo! or Google, which currently offers its AdSense service to MySpace users.

At only $0.10 CPM according to a recent NY Times article, MySpace users might not be all that attractive for Google, either. The question remains: who will monetize MySpace users, if not Google and Yahoo!? Surely there is some way of creating profit off the millions of MySpace addicts. Evidently, it was too costly for Yahoo.

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