Online ad revs are in and is now posing a challenge to mainstream media like never before. A study by advertising buying companies Mindshare and Initiative says that in UK, Google is poised to overtake the main commercial TV channels there in ad revenues. It says that Google’s 2006 ad revs in UK are expected to exceed Channel Four’s $1.5 billion returns and in the next 18 months, it will overtake ITV1. ITV1 alone accounts for 90% of ITV group’s ad revs. Now with YouTube under Google’s kitty, and work is already underway to put ads in the YouTube videos, it can be said with a fair deal of certainty that Google’s boom time will only get better in the coming days.