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Youtube could help google optimize their PPC advertisements to show more relevant results on other sites than their own since they could profile users better.
As example a surfer could search for "travel europe" on google and google would return regular results + PPC advertisement.
If google could fetch "data" at the same time from youtube showing "drunk partyclips" they could return better results focusing on places like Prague/Bulgaria and nightlife while if there is a newly added "given birth to my 3rd child" video in their youtube account they might get better revenues from returning results based on family friendly resorts at the beach.
Increased revenues from such things could not directly be contributed to youtube, it just add more value to their bottom line
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