• by Gavin O'Malley  @mp_gavin, May 7, 2007

Don't call it industry consolidation, but two Web video startups are partnering to share resources. Brightcove, a Web video services company, has chosen video ad network Tremor Media as its primary ad sales partner, and will carry Tremor's network of advertisers on its broad content syndication network.

"Advertisers have been struggling to find large volumes of high-quality streaming video ad inventory," said Randy Kilgore, chief revenue officer of Tremor Media. "Bringing inventory from Brightcove Network publishers into our ad network enhances the Tremor offering with additional content that brand advertisers know they can trust."

Brightcove has attracted a number of top-tier publisher partners since its launch as a free service last year. They include Dow Jones, MTV Networks, The New York Times Company, and most recently, CBS News.

Now Tremor advertisers will be able to buy time alongside these content offerings distributed across Brightcove's network of sites, which includes thousands of mid-sized Web sites and blogs.

"As we optimize the strategies we are employing to help those publishers generate revenue, we are excited to be adding Tremor Media as [our] primary ad sales partner and to begin feeding high-quality video advertising inventory into their ad network for aggregated sales," said Dina Roman, vice president of national ad sales of Brightcove.

Brightcove Network content sold by Tremor Media will be incorporated into Tremor's network channels and sold on a category, targeted, or custom channel basis, and not as individual publishers. Brightcove will continue to sell strategic offerings to brand advertisers and agencies directly.

Tremor provides advertisers with both in-banner and in-stream video ad opportunities on some 400 publisher sites--with more than 75 million unique visitors per month.

Separately, Tremor and Brightcove have announced plans to begin addressing issues facing the digital video advertising industry--including measurement, standards and best practices. As a first step toward this goal, all ads sold under the new agreement will be 15 seconds or less in duration. Other areas of focus will include frequency and rotation management of ad creative.

Both companies are members of the Interactive Advertising Bureau's Digital Video Committee.