• September 16, 2008

MTV Networks has expanded its vertical ad network strategy with a series of demographically focused vertical ad networks built around the company's online properties.

> The youth-targeted "MTV Generation Tribe" launched on Monday with Pepsi as its charter advertiser, and will include a network of publishers focused on music, movies, teen sports, gaming and style.

Among its launch publishers is echo, a Ticketmaster company which hosts the official Web sites of artists including Alicia Keys, Kanye West and KoRn. Tribes from CMT, Spike and VH1 are also set to launch this month, with a Comedy Central Tribe launching in the first quarter of 2009.

The new ad networks join MTV Networks' Parenting Tribe, which launched in February and is anchored by ParentsConnect.com. MTVN's Tribes are anchored by the company's core digital properties, and extend to sites beyond its online portfolio. Each Tribe focuses on a specific demographic group and its shared interests and passions.

MTVN selects all partner sites and sells premium, ad inventory and packages across each Tribe, making use of demo-targeting, geotargeting, dayparting and contextual targeting. MTV Networks tapped Burst Media to power the Tribes initiative with its ad management technology and services platform, AdConductor.--Gavin O'Malley