Dive Brief:
- At NewFronts this week, Web publisher Crackle signed a deal with Publicis media agency Spark.
- The deal will give Spark first dibs on ads for Crackle's original content, including an anticipated series featuring Breaking Bad star Bryan Cranston called "Throwaways."
- Spark will be able to buy, integrate, and measure digital video advertising in much the same way it does with traditional TV.
Dive Insight:
High-quality original digital programming is exploding at the moment. This deal will offer Spark a way in at the ground floor to buy ads for programming with a bright future. On the publishing end, Crackle now has a guarantee of ad dollars coming in from Spark's client roster. More deals like these are likely to start popping up everywhere.
