Ad Control at Stake on Dispute against Google

YouTube lays a deeper struggle over who controls the relationship with advertisers that will take years to resolve, behind a media industry furor over Google Inc.'s popular video-sharing site. Many new models will be tested to determine which is worth more to advertisers. Jeff Lanctot, general manager of online agency Avenue A/Razorfish, said, the uncertainty means new battles between well-entrenched media companies and fast-growing Internet properties. Lanctot told Reuters that, "the deals aren't in place and the ad models really aren't established," and added "The strategy major media companies need to take is that distribution trumps destination" to any particular site.