GOOGLE has begun a trial of in-stream video ads, with a group of undisclosed video publishers.  Ads will be skippable and limited to 30 seconds or less.  Publishers will choose when the ads are inserted into their videos.

EU lawmakers have endorsed caps on mobile roaming charges.  The legislation, which is expected to become binding on June 29th, will lower roaming charges by upto 70% in EU countries.

COX RADIO will use ARBITRON's Portable People Meter in 18 markets.  Arbitron launches the second PPM market next week in Houston.  It plans to be available in the top 50 radio markets within three years.

LUCASFILM is embracing the "mash-up" phenomenon.  Hundreds of clips from Star Wars will be available online for editing and sharing by users.  The initiative is expected to keep the films relevant - and eventually supply revenue from inserted ads.

IAB announced that comScore and Nielsen/NetRatings have agreed to third-party audits of their online ratings.

FRANK RADICE, EVP Advertising and Promotion, The NBC Agency, appears on today's Media 3.0 Podcast.   Frank discusses how The NBC Agency is using the web and other advanced media technologies in conjunction with traditional media to promote network television shows.