Cambridge, Mass. - Maven Networks, the provider of an Internet TV platform, announced on Monday that it has partnered with companies including Microsoft, DoubleClick, 24/7 Real Media, Ogilvy, Digitas, Scripps Network and Fox News Digital to form the Internet TV Advertising Forum, a trade group that will work to "define next-generation video advertising standards."

"Rather than build a proprietary solution in a vacuum, we wanted to bring together key members of each industry segment contributing to and benefiting from online video advertising to develop a comprehensive and effective outcome that works for all media companies, advertisers and consumers," said Maven CEO Hilmi Ozguc.

The Internet TV Advertising Forum will conduct research to identify and test various new video ad formats, and develop technical capabilities for various market segments -- with results of the research set for release by year's end.

"We are seeing incredible pent-up demand for online video advertising, not just the pre-roll model, but also for a new, more effective model," said Jeff Meyer, SVP of interactive sales for Scripps Networks.

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