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When it comes to how much credibility I think a publication has, it only takes one colossal lapse in journalistic integrity for me to lose all trust.

Google is preparing for a backlash from large brands this week as details of its new trademark policy are implemented.

It's the problem that Google insists isn't a problem and a topic that many online advertisers would prefer to ignore, but click fraud is potentially the biggest threat to the cost-per-click (CPC) advertising market.

From examples of the evolution of traditional media and less-than-positive news from Facebook, to new Google initiatives and the end of the DVD wars, it was another busy news week.

So Yahoo has binned 1,000 employees amid talk of "game-changing" action that it hopes will rekindle its fortunes. The game, in Yahoo’s case, is online advertising.

The thing is, Yahoo doesn’t need to change the game, only to play it properly. Or to at least speed up its moves. Because if you want to see a killer example of tardy gameplay, look no further than its lame – and ongoing – failure to roll out the long-awaited Yahoo Publisher Network (YPN) internationally.

A new year wouldn’t be a new year without a vast number of websites making predictions about the future of the web, and 2008 proves to be no different. From a number of different sources, we have rounded up 10 key trends that we think are the ones to watch out for in 2008. 

Google has ditched its Adsense referral scheme outside the Americas and Japan in a move that has not gone down well with some of its publishing partners.

The programme, which rewards sites that introduce new users to Adsense, will be “retired” in the last week of January, according to a post on the service’s blog. 

So what does this tell us...?

Google has extended its recently-launched video ad network to the UK in a further attempt to monetise content from YouTube.

The online ad giant says the service is now being offered to its Adsense partners in the UK, Ireland and Canada – enabling them to display ad-supported clips on their sites.

Google is apparently looking to tap into the Facebook widget ‘phenomenon’ by serving Adsense ads on third-party applications created for the site.

Steve Rubel has linked to an article in AdAge that quotes Google CEO Eric Schmidt as saying:

“How will those developers get paid for those services? We would like to have our ads in those applications.”

Google’s share price moved closer to another milestone last night after it posted better than expected Q3 results.

The web ad giant increased its profits by 45% to $1.07bn and sales by 57% to $4.23bn, helped by its continuing search dominance and growth in international markets, including Britain.