TV networks emerge as obstacles on YouTube's hunt for ads

SAN FRANCISCO: Three years ago, the beginning of the end of the US television business looked certain when one of the largest ad buying agencies vowed to move a big chunk of its purchases to YouTube from TV budgets.

"Across every screen, clients can rest easy knowing that their message is in a pristine, premium environment. And that's something other platforms just can't guarantee," said Trevor Fellows, executive vice president of digital sales and strategy for NBCUniversal. CBS can sell YouTube ads during its clips on YouTube, and ensure a brand-safe environment, the executive said.

The networks have made strides online in allowing advertisers to direct ads to certain demographics, according to network sources. CBS is able to match advertisers with viewers based on their reading history at its CNET tech news website, the executive said.

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