Google Loses Ground in Video Ad Volume Race

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Despite the fact it continues to dominate the online video space in terms of video views, Google sites - including YouTube - appear to be slowing the number of video ads they serve to users compared with competitors in the space such as Hulu and ad network Tremor Media.

According to the online measurement firm, Google sites served a total of 223 million video ads in December 2010, representing the ninth largest online video property when ranked by that metric. Despite the fact the company claims to be ramping up its video monetization efforts, Google did not appear in comScore's top 10 list for either January or February.

Meanwhile, market leaders Hulu and Tremor Media continued to grow their dominance of video ad impressions. Hulu served 1.13 billion ads in February versus 1.08 billion in January, and Tremor grew its own volume from 503 million to 548 million over the same period.

It's also worth noting that February is a relatively short month, suggesting those sites could enjoy further growth in March.