Matt Brittin, Google's UK director, said today the search engine giant has shared $5bn (£3.3bn) with publishers through its contextual ads program, AdSense, in the last year.
"In a world where everyone is a publisher what is needed more than ever is editing skills and brands that help people understand the quality of the content and help them to find the content that is useful. I think there is a big opportunity here," he told the audience of international magazine executives in London.
"The challenge is the model of monetisation online and figuring out how to make that economically viable in the same way as your print products are. Those models are lagging consumer behaviour and all of us are trying to keep up with the consumer."
From The Guardian.