MTV Networks has struck a deal with video advertising company Auditude to help the company monetise streaming videos on its sites.

MTV hopes the new deal, which will affect its entire online portfolio, will help enhance video advertising for both its consumers and advertisers.

The use of the Auditude Connect platform allows content owners and publishers to readily scale business requirements and ad serving needs around premium streaming video content.

Brad Herman, senior vice-president of online advertising operations at MTV, said: "We are excited about the ability to add new advertising products focused on online retailers that target our audiences in a relevant way."

Adam Cahan, chief executive of Auditude, added that the partnership offers a "terrific" opportunity to expand the company's lead in online video management and monetisation.

Google recently launched a new streaming music search feature with MySpace and streaming service Lala. The function, which is provisionally known as OneBox, allows users to search for a wide range of information on artists, lyrics and songwriters.