Online video technology firm thePlatform struck a deal with celebrity news site www.celebTV.com to power the video on the site.
Under the agreement, CelebTV.com will use thePlatform to manage and publish both video and ads that CelebTV.com distributes to AOL Video, Comcast.net, iTunes and YouTube.
thePlatform is one of several online video technology firms that competes with Brightcove, Anysteam, YuMe Networks, Permission TV and others.
Web sites that traffic in video are increasingly linking up with technology firms that can manage both ads and content across multiple distribution sites.
CelebTV.com said viewers have watched more than 350 million videos on its site since its launch in February 2007.