YouTube, the worldwide leading video sharing site, has started to attract advertising from media companies, including CBS Corp. as well as video-game maker Electronic Arts Inc., The New York Times reported.

The ads, which show up on only a small portion of all the videos played on YouTube, may improve relations between Google and these video copyright owners, who had complained about unauthorized posting of their content on the site, according to Bloomberg.

According to the NYT, a new system called Video ID allows media companies to claim unauthorised videos on YouTube, and to display advertisements alongside them, Bloomberg reported.

David King, YouTube product manager, said 90 percent of copyright claims made through the system are converted into advertising opportunities, according to the NYT.