As video hosting sites like YouTube constantly try to maintain order and control unlicensed and pirated content, MySpace and MTV are working on a new plan that will turn that unapproved content in advertising opportunities.

The two companies are currently testing an advertising system from Auditude that combines interactive ad serving with digital video fingerprinting, according to Multimedia Intelligence.

Auditude's system scans the video content users upload to MySpace. When the system detects an unlicensed video from MTV Networks, it automatically serves an interactive ad with the content, as opposed to issuing a take-down notice or removing the content altogether.

Marketers have high hopes for digital fingerprinting and watermarking, which may potentially enable them to gather better metrics for how videos spread virally.