Hundreds of companies hope to cash in on video over the Internet. But the picture looks particularly promising for YuMe Networks, a Redwood City-based startup.

Instead of competing head-on with Apple Inc.'s iTunes movie/music store and Google Inc.'s YouTube service, YuMe is steering clear of the online video distribution market. Rather, YuMe helps customers track video advertising campaigns across the Web -- regardless of whether the ads ultimately run on PCs, smart phones or IP television systems.

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