So, the worst kept secret in online video was confirmed last night as Google announced that it is buying Youtube.
Overall, a smart move; Youtube has huge inventory and Google has an advertising machine. Together they should be able to suck up a good 5% of all globalTV advertising within five years, I reckon. That's around $3billion, so the price at half of that doesn't look so rich.
The challenge will now be to keep the litigators at bay - on its own Youtube would have been sunk within months, now it has an aggressive big brother to look after it.
Overall, a smart move; Youtube has huge inventory and Google has an advertising machine. Together they should be able to suck up a good 5% of all globalTV advertising within five years, I reckon. That's around $3billion, so the price at half of that doesn't look so rich.
The challenge will now be to keep the litigators at bay - on its own Youtube would have been sunk within months, now it has an aggressive big brother to look after it.
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