• by P.J. Bednarski  @pjbtweet, May 27, 2014

Yahoo is planning to start a rival to YouTube by later this summer, according to a report today from AdAge.com.

The story,  if true, would create a place for video creators to put their wares with a more generous advertising split, Ad Age said. 

Currently, creators give 45% of their advertising revenue back to YouTube on average, and many YouTube site operators say that leaves very little profit margin.   

Yahoo declined comment to AdAge about its report.

According to the story, however, content creators would also be able to keep posting to YouTube.

Creatives signing on with Yahoo would be able to distribute across other Yahoo platforms, like Tumblr, the story said.

The AdAge story suggested that many parts of the Yahoo video site were still being baked, and that some were only halfway there.  

For example, AdAge said, Yahoo would receive an perpetual license to any material shared on Tumblr -- an arrangement that some detractors said would essentially give ownership rights to Yahoo.

But CEO Marissa Mayer clearly wants a bigger video role for Yahoo. Last year it was bidding for Hulu, when it appeared it was to be sold (it wasn’t) and in its NewFront presentation this year, Mayer hyped new video projects that Yahoo hopes to launch this year.