In a major extension of its video content syndication program, Google will begin serving up videos from a number of major media companies on the sites of its AdSense publishers, reports The New York Times.

Dow Jones & Company, Conde Nast, Sony BMG Music Entertainment and others will begin having their videos served up through the system. Those participating have decided that giving up control of the way that their content is consumed is worth the increased brand exposure that Google's distribution platform can bring.

Ads run either within the video or after it has finished and revenue from those ads is split between the website publisher displaying the ads and the advertiser. Those ads, in this case, have been sold by Google and not the the companies.

That's a departure from the initial test of this system that Google ran with MTV. In that case, MTV itself sold the ads.