he recession is making for some strange ad fellows. Media companies including Microsoft, Yahoo, CBS's CBS Interactive and Hulu.com are joining forces to attract more money to the fledgling online-video advertising marketplace by testing ad formats.
The project, dubbed "the Pool," is the brainchild of Publicis Groupe's Starcom MediaVest, which buys roughly $16 billion in U.S. ad time and space annually for big advertisers like Procter & Gamble.
Starcom MediaVest and sister agency VivaKi say they are trying to create standards in the online-video market, which is popular with consumers but hasn't turned into a serious money maker.
The Pool, ...