Viacom makes sport of
rather large marionettes

Viacom and Microsoft have signed a deal that allows the latter to sell ads on sites in Viacom's network of properties, reports Reuters.

The deal gives Microsoft the right to sell remnant ad space on Viacom sites, space Viacom itself has been unable to sell. Microsoft will also buy ads on Viacom's sites.

Pairing with Microsoft means Viacom will be transitioning its ad serving system from DoubleClick, whose purchase by Google is expected to clear with the FTC this week.

MediaBuyerPlanner observes Viacom is currently suing Google for copyright infringement on YouTube. CEO Philippe Dauman of Viacom said the dispute had no bearing on Viacom’s switch to Microsoft’s ad serving platform.

In any event, the move caps out a good year for Microsoft, whose MSN brand has sold nearly all immediately available web inventory. It is now taking orders years in advance.

Moving beyond ads, the Microsoft/Viacom deal enables Microsoft to license movies, shows and videos owned by Viacom companies, for distribution through the MSN portal and the Xbox 360 download service.

Viacom will also be positioned by Microsoft as a "partner" on its casual gaming sites.

The deal spans five years and is said to be worth $500 million. It does not interfere with Viacom's existing agreement with Yahoo, which currently provides search ads on Viacom sites.