Soon the web will see the full potential of AdSense, according to officials at Google, who confirmed that the ad network will be used to distribute content -- and more ads -- across the internet.

The new service will give video creators increased distribution beyond YouTube by bringing content to all sites that use AdSense. Publishers, who already have the ability to embed specific YouTube videos on their site, will now be able to syndicate YouTube content on a mass scale.

"We are creating incremental distribution for our content providers," said Christian Oestlien, product manager for AdSense.

However, the new program, which automatically syndicates YouTube videos, does wrestle some control away from publishers. According to a New York Times story, no large web publishers have signed on to use the service.

The syndicated content service is not unlike Brightcove, which says it has been successful with small publishers, pointing out that larger sites dislike the idea that arbitrary videos could appear on their pages.

Google has said it's testing ways to bring the AdSense distribution network to larger content partners like Sony BMG Music Entertainment and Conde Nast.

Google said it will share revenue with the AdSense publishers and the video producers, but it declined to specify what the split would be.

The new service comes in advance of plans by News Corp. and NBCU to launch Hulu.com later this fall. Billed as a YouTube-killer some marketers have already begun to question the site's relevance.