YuMe Networks has signed an agreement to sell and serve ads for Dave Networks, a digital media technology platform provider.

Dave's peer-to-peer (P2P) IPTV system provides a video distribution, social networking and blogging platform. The technology allows media outlets to utilize user-generated content (UGC).

YuMe organizes online video content into ad-ready channels for targeted ad placement, and the company allows advertisers to buy specific cross-channel audiences. With YuMe, Dave and its advertisers will be able to ensure brand safety, contextual relevance, controlled syndication and consistent delivery across all digital media platforms.

YuMe will also serve ads into Next.TV, an Internet TV service with a P2P IP system powered by Dave. Next.TV is pre-installed on most Hewlett Packard (HP) notebooks and is available as an update for other models; a downloadable non-HP version will be available later this year.

YuMe offers a brand-safe advertising experience that can be delivered to any device - the PC, TV, mobile handset and more - whether streamed or downloaded. Microsoft recently announced that it is teaming with YuMe to offer broadband video advertising capabilities for the beta trial of its new Windows Media Center Internet TV service.