Online video search firm Blinkx is to buy online ad network Burst Media for $30 million to boost online TV.

According to Reuters, this plan is to help build personalized online TV channels that should command premium rates from advertisers.

Chief Executive Suranga Chandratillake said advertisers were willing to pay much higher sums if the ad was directed at an audience known to be interested in the product or subject.

“The Blinkx audience is currently gathered from more general channels, this gives more scale (for a targeted audience),” he told Reuters.

Online advertising has been the fastest growing segment of the overall ad market.

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