Called The Pool, the venture is expected to result in a UK version of a US collaboration with online video content suppliers. The parties are believed to be looking for a replacement for pre-roll ad formats.
Talks, led by the VivaKi UK chairman, Adrian Sayliss, are at early stages but VivaKi is hoping to line up the leading online suppliers of content in the UK to take part in the project. The initiative is expected to focus on online video formats but may embrace other areas such as mobile.
In the US, VivaKi has involved video content suppliers such as CBS, AOL, Discovery, Hulu and Microsoft.
The UK model is expected to be along similar lines, with media owners and VivaKi agencies co-owning the format and clients of the Publicis agencies having first options to buy the ad inventory.
VivaKi is also trying to interest online media owners in an offering called Audience on Demand, a private advertising network run in association with DoubleClick.