YuMe Networks, which specializes in broadband video advertising, has teamed with file-sharing pioneer BitTorrent to launch a campaign - for an upcoming Tomb Raider videogame - using customizable, targeted video ads inserted in downloaded movie files, writes ClickZ.

The month-old YuMe says the campaign is the first to allow web publishers to measure, track viewing and continually optimize ads delivered with downloaded video. The first campaign will promote the upcoming video and PC game "Lara Croft Tomb Raider: Anniversary" published by Eidos Interactive.

The ads will be featured on video files from Comcast Networks' G4 TV and distributed on BitTorrent. YuMe's system will allow BitTorrent to offer videos for free because they will come with YuMe-provided ads that run before, during or after play.

Though its technology has been widely used to illegally share music and video files across the internet, BitTorrent.com offers a way to legally rent or buy such content.