Engage, Microsoft Deliver Ads in Streaming Windows Media

Just days after RealNetworks announced technology to insert advertisements into its RealAudio and RealVideo streams, which it is selling with the help of DoubleClick, the other team Microsoft, along with CMGI owned Engage Technologies — has come out with rival technology of its own.

The product, which uses Engages AudienceNet network, puts targeted ads into audio and video streams in Microsofts Windows Media formats.

The new products are aimed at developing the emerging broadband market, and beginning to develop new forms of interactive advertisements that are suited to higher bandwidths.

“For consumers, the benefits of near-broadcast audio and video are clear, but for this industry to really move forward, it has to make sense for content providers and online advertisers” said David Isenberg, worldwide director of broadband applications for Engage.

As part of the alliance with Microsoft, Engage has also been busy forging alliances. FCB Worldwide has agreed to help develop new streaming ads. On the content side, ZDTV.com, as well as iBEAM Broadcasting and INTERVU, are making their streaming media content available for the insertion of ads.

“A viable streaming media advertising business model for content providers will jumpstart the creation of next-generation broadband content,” said Ed Huguez, chief operating officer of INTERVU.