• Forbes, Friday, March 14, 2008 11 AM

YouTube is transforming from a destination to an application, after Google released a set of tools earlier this week that would let developers create fully functional YouTube players on their own Web sites. These new tools allow them to search YouTube's entire library, rate videos, post comments and even upload clips to the video sharing site's servers.

The deal means generous access to YouTube's user base for Web developers. "We provide open access to our sizable global audience, enabling you to generate traffic for your site, visibility for your brand or support for your cause," the company says in a statement on its blog. "It's all free, and it's available to everyone."

So, YouTube everywhere. How does that help Google's cause? A YouTube spokesperson claims the move will bring in more and better content, adding that the new tools are focused on "user experience, not monetization." Just like search before it, Google is focusing on perfecting the user experience before nailing the advertising system.

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