Online video provider Roo will work with 24/7 Real Media to sell in-stream advertising - the companies will market video content to 24/7's network of more than 850 publisher sites, reports MediaPost. "In an online media world that's fast becoming all about video, this is our first significant pre-roll network opportunity," Steven Goldberg, vice-president of business development at 24/7 is quoted as saying. "With 24/7 and Roo, advertisers will be able to easily extend their existing TV campaigns online."

Using its Open AdStream ad management platform, 24/7 will deliver pre-roll ads with Roo's streaming video content; it will fulfill other ad units with the Roo Media Player, which is embedded in the publisher site.

24/7 also plans to target ads by demographic and geographic information, as well as browsing behavior at some sites within its network.