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Google is working with Dow Jones & Company, Condé 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 shared the ad revenue with the video provider and with the sites that show the videos.
I have a feeling it won't take long for google to catch up. Their distribution capabilities is a great incentive for content owners to sign up with them as opposed to someone else.