Google is working with Dow Jones & Company, Conde Nast, Sony BMG Music Entertainment and other large content companies to syndicate their video content on other Web sites. The videos appear inside Google ad boxes on sites that are relevant to the content of the videos, and advertisements run during or after the content. Google shares the ad revenue with the video provider and with the sites that show the videos.

There are already video ad networks that make similar deals, and NBC Universal is attempting something along those lines. But the Google experiment could be more widespread because the company already has a vast reach on the Internet.

"Once upon a time, if you had some video content that you wanted to distribute, you could do it on three television stations in the days of the networks, then 100 in the days of cable," said Kim Malone, director of online sales and operations for Google AdSense. "Now, thanks to this program, you can do it on literally millions of channels on the Internet."