Now the parties have announced that Advertising.com, a wholly owned subsidiary of AOL, will be the ad management services partner for the site.

Through this alliance, News Corporation and NBC Universal will launch the largest Internet video distribution network ever assembled, featuring full-length programming, movies and clips representing premium content from at least a dozen networks and two major film studios.

Under the agreement, Advertising.com will provide display and video advertising management and fulfillment for the new video site and for the dedicated video player embedded on that site as well as across its distribution partners. Advertising.com will leverage its Lightningcast video ad serving platform to deliver and manage advertising to support the thousands of hours of full-length programming, movies and clips that will be available across the network.

NBC Universal chief digital officer and interim leader of the newly announced strategic alliance George Kliavkoff said, "The cross-platform nature and expansive reach of this new alliance make Advertising.com the right candidate to provide ad management services."

Advertising.com president Lynda Clarizio says, "We are pleased to assist this groundbreaking new alliance with advertising fulfillment and inventory monetization. Not only will this new video network offer consumers access to an unprecedented catalog of top-notch programming, it will also provide advertisers with an online opportunity on par with the best in television and movie advertising."

The new alliance the parties state promises to offer innovative ad sales opportunities. Sales of the extensive advertising inventory, adjacent to thousands of hours of video programming and spread across a network of distribution partners, will be shared between the new alliance and its media partners. In addition, display and video advertising inventory not utilized by the site‘s direct sales teams will be monetized by Advertising.com.