Less than a week after execs from Google and YouTube powwowed at a Silicon Valley Denny's, and a day after their announced merger, media buyers have already begun to adjust to the new digital landscape that marries the search giant to the online-video leader.

"I couldn't be happier with the move," said Greg Verdino, VP-director of emerging channels at Digitas. "The AdSense model has been rock solid for Google, and now I see them extending that model into video."

"We've been in discussions with YouTube to determine how we can ingratiate ourselves into the user-experience and not disrupt it," said Sean Finnegan, U.S. director, OMD Digital. "You cannot deny that great a volume and that big a community."

But, he added, Google's presence does make his team more comfortable doing deals with YouTube. "With the likes of Google, we do have a deeper comfort that people that understand our programming guidelines are involved in the buying process."

Some industry watchers are struck by the potential clout YouTube will give an already powerful Google. "When Google invested in MySpace, they made [Fox Interactive Media President Ross] Levinsohn look amazing, and they got [Viacom CEO and one-time MySpace suitor Tom] Freston fired," said Renny Gleeson, managing director of Carat Fusion's New York office. "Now, with YouTube, Google poses a great threat to agencies and networks. Instantly they're looking at a massive amount of inventory."

Get the full story at Advertising Age