Closely held YouTube rolled out an advertising partnership with
Warner Bros. Records.
San Mateo, Calif.-based YouTube said it would sell what it calls participatory video ads and brand channels. The first brand channel partner is Warner Bros. for Paris Hilton's debut album "Paris," to be released Tuesday.
"Our vision is to build a new advertising platform that both the community and advertisers will embrace," YouTube said.
The announcement comes as big media players jockey for position with younger viewers who are drawn to sites like YouTube. Interest in the sector has been galvanized by the success of social networking sites like MySpace, a
unit that recently did a huge ad deal with huge
. Rumors have had media giants sniffing around YouTube for a possible purchase.