Online video ad network Jivox today extended its ability to reach advertisers by launching an affiliate publisher program. This will give Web publishers a white-labeled version of its platform to offer their advertisers, including video ad creation and distribution. According to the company this will come in three flavors:

• Publisher partnership: Online publishers make available a co-branded version of the Jivox online video ad service to their advertisers and market the Jivox service across their sites.
• Agency partnership: Advertising, marketing and creative services agencies offer online video advertising services to their clients and manage client relationships through a Jivox master account.
• Referral partnership: Publishers refer their advertisers and Web site visitors to Jivox, where they can easily create, publish and manage their own targeted video ads.

Essentially this gives Jivox broader access to advertisers who want a plug and play dashboard for creating video ads and distributing them. Jivox’s video ad network consists of lots of locally relevant inventory, including 600 newspapers and local television Web sites — giving it a local targeting edge.

Publisher partners that join the affiliate network benefit from a branded video creation and distribution platform to offer their advertisers. This could carry some weight as online video gains popularity, with targeting, measurability and cost advantages over television advertising.

The formal launch of a publisher affiliate network comes after a few one-off publisher arrangements such as Examiner.com.