MOUNTAIN VIEW, California: Google has commenced testing of its AdSense for Video pilot program which enables publishers to insert streaming video ads in website video content.

The technology allows publishers (who place Google ads on their sites in exchange for a slice of the revenue) to "control when the ads play in their videos and choose which videos get the ads".

Google has not detailed which publishers or advertisers are taking part in the test nor how long it will run.

Says AdSense product marketing manager Christine Lee: "We're looking forward to gathering learnings from this pilot and gaining insight into what works best for ads in video"

Although nothing has been confirmed by Google, the trial could be a precursor to video ads appearing in Google search results.

Hints vp of search products Marissa Mayer: "I do think [Google's commitment to unified search] opens the door to the introduction of rich media to the search results page."

Data sourced from Adweek (USA); additional content by WARC staff