Media companies dip their toes into "the Pool"

01/22/2009 | Wall Street Journal, The

Microsoft, Yahoo!, CBS Interactive and Hulu.com are among the media companies that have joined "the Pool" to test five online-ad formats in focus groups this week and promote the two highest-scoring formats to be beta tested. Starcom MediaVest and VivaKi clients have agreed to buy time on media sites during the research phase to help create standards for the online-video market.

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