• by Gavin O'Malley  @mp_gavin, March 23, 2009

Offering something akin to a social media ad network, third-party Web chat and IM company Meebo today is expected to begin offering its ad partners distribution across its network of publishing partners.

"We're announcing that our advertising partners will be able to extend their buys across our syndication network of tier-one content sites, social networks, entertainment sites, blogs, and gaming partners," said Carter Brokaw, chief revenue officer at Meebo. "The result is increased scale for social campaigns."

In addition, Meebo is announcing new partnerships with CafeMom, Current TV, CrispyGamer, DailyStrength.org, IGN.com, Internet Brands and StarPulse.

Publishers are increasingly looking for new tools and services--and IM in particular--to further engage audiences.

"For some time now, the single most-requested feature on CafeMom has been IM," said Paul Bannister, executive vice president at CafeMom.

Existing partners include AddictingGames, Bleacher Report, dotblu, FanPop, Flixster, ibeatyou, myYearbook, OperationSports, Sugar Publishing and WhateverLife.

With the new partnerships, Meebo's publisher network will have a reach of nearly 45 million monthly users, according to the company.

Meebo's ad product expands into a 900x400 brand showcase where users interact with a marketer's content--including video, applications, games, news, quizzes, widgets, product showcases or interactive mini-sites.

"Meebo ads work for brand marketers by providing a platform that delivers an abundance of social actions that can be measured," said Brokaw. "Our syndication partners will increase their revenue potential because Meebo ads are highly engaging and integrated into the communication experience to drive actions."