• by Gavin O'Malley  @mp_gavin, June 7, 2010

Video ad network Tremor Media on Monday is expected to announce a strategic partnership with Innovid to embed interactive elements into pre-roll video ads across Tremor's publisher network.

The joint product offering will be marketed under the name vChoice iRoll, thus extending Tremor Media's current vChoice family of interactive ad formats.

"With this partnership we've married [Innovid's] iRoll technology with our robust vChoice ad units to engage consumers with highly interactive in-stream ads," said Jason Glickman, CEO, Tremor Media.

The new product offers various enhancements to standard pre-roll ads, including the ability to print coupons, view multiple videos, showcase a carousel of products, look up movie showtimes, and social media-sharing functionality.

Publishers presently using Innovid's iRoll product include NBC, MTV, CNET, and Discovery.

Tremor serves in-stream and in-banner video ads across a network of over 1,700 mid-tier and premium sites including WWE.com and WSJ.com. The company has increasingly sought TV ad dollars, which it believes will increasingly migrate online.

In April, Tremor secured $40 million in venture capital funding led by Draper Fisher Jurvetson Growth Fund, with participation from DFJ and Triangle Peak Partners. Canaan Partners, Meritech Capital Partners, and SAP Ventures also participated in this financing.

The company became profitable at the end of last year, doubling the size of its video advertising network from 2009 to 2010.