ROO and 24/7 Real Media Inc announced a global partnership whereby 24/7 Real Media will serve advertising in-stream and in association with ROO's extensive library of video content. 24/7 Real Media and ROO will promote their combined content and advertising solutions to the more than 850 networked sites within the 24/7 Web Alliance.

Using its Open AdStream ad management platform, 24/7 Real Media can now deliver video-based "pre-roll" ads in front of ROO's streaming video content, as well as fulfill other ad units via the ROO Media Player embedded in the publisher's site. When combined with 24/7 Real Media's 24/7 OnTarget behavioral targeting network, 24/7 Real Media can serve behaviorally targeted video ads linked to ROO's content library of over 7,000 video titles, including an extensive collection of music, news, sports, health, entertainment and fashion videos.

"Video and behavioral targeting are two of the hottest trends in the online advertising industry, and combined they offer a compelling proposition for marketers," said Steven Goldberg, vice president of business development at 24/7 Real Media. "With 24/7 and ROO, advertisers will be able to easily and cost-effectively extend their existing TV campaigns online and experience the unparalleled targeting and measurement that TV ads alone just cannot provide."

This partnership further strengthens ROO's network by leveraging 24/7's broad range of advertising products across ROO's network of affiliate websites. Brands can already target their ads on specific websites and content channels on the ROO network, and with 24/7 Real Media they will now be able to advertise their products and services using behaviorally targeted advertising techniques.

Utilizing anonymous data, behavioral targeting employs analytical software to determine an Internet user's geographic and demographic data and then deliver a targeted advertisement to them. For instance, behavioral targeting can help determine Internet users who are in the market to research and buy a car, and then deliver an appropriate advertisement to them.

"By working with 24/7 Real Media, we're combining our video broadcasting platform with an impressive suite of online advertising technologies and services," said ROO CEO Robert Petty. "More importantly, we're taking online video advertising a major step forward by creating a targeted ad solution that simply isn't possible on television or anywhere else."