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Internet television technology provider Brightcove formed an industry group today with some of the biggest ad agencies, ad networks, online measurement firms and Web portals to provide access to training, support, technology and co-marketing opportunities in online video.

Dubbed the Brightcove Alliance, the partner program is built around Brightcove’s latest platform release and includes more than 90 partners such as DoubleClick, Ogilvy, Nielsen Online, Visible Measures, Veoh and AOL Video.

The purpose of the new group is to help Brightcove’s customers grow their businesses by tapping into the experiences and innovations of other online video users.

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Mashable published an excellent piece on a new technology intended to move participation and attention measurement, collection, and fulfillment forward beyond the current paradigm.

Impressions and click-throughs are no long as interesting to us as advertisers as much as “time spent”, engagement, and interest. A new innovation could provide much needed clarification for online services and content creators while also providing greater relevancy to users and viewers.

There will certainly be privacy concerns if this technology is widely adopted but in the end it could add a layer of transparency that might satisfy everyone.

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