VideoEgg, the pioneering video sharing site which has raised $30 million including the most recent round of $15 million, has signed agreements with major publishers to power online video advertising operations and sales, Beet.TV has learned.

Unlike Brightcove, Maven and ROO, which provide full video publishing solutions to big publishers, VideoEgg’s new program only involves advertising management, technology and sales —  not encoding, hosting, players, etc.

Publishers don’t pay a licensing fee to use the system, but participate in VideoEgg’s advertising  network and monetization programs. 

Long  a leader in innovative online video advertising with the first implementation of overlay ads, the company is building out its advertising sales operation, accelerated in part by a big investment by advertising Goliath WPP.

Reached by phone today, a company spokesperson confirmed that several deals have been completed but declined to identify them.

Earlier this week in San Francisco at the NewTeeVee conference, I interviewed Matt Sanchez, co-founder of VideoEgg.  Matt spoke about the opportunities of video applications on social networks and his vision of the future of user experience in online video advertising.  It will be about interactivity and personalization.

You can grab the interview of Matt right here.

— Andy Plesser

Update: 11/20 – Mediaweek reports on VideoEgg’s moves in the advertising space.