SAN FRANCISCO (AFP) - - Google on Tuesday announced that freshly-acquired DoubleClick will be used to weave video ads into NBC's online coverage of the Olympics in Beijing.

The advertising coup stems from DoubleClick technology newly adapted to work with Silverlight 2 video platform software made by Microsoft, an arch-rival of Google.

"We're pleased to see the investment DoubleClick has made to enable customers such as NBCOlympics.com to take advantage of Silverlight to offer compelling packages to their advertisers," Scott Guthrie, a vice president in Microsoft's .NET Developer Division, said in a release.

"Microsoft has always had a strong commitment to working closely with partners and the industry to enable them to leverage our tools and platform to deliver great user experiences."

NBC Universal Digital Media will be among the first Silverlight 2 users to stream targeted video advertising to people watching shows on the Internet.

"With hundreds of advertisers, multiple platforms and large site traffic spikes, we needed to work with a partner that could provide an integrated, scalable, robust solution," said NBC digital media vice president Steven Gold.

DoubleClick already integrates ads into video watched online using Flash, Real Media, and Windows Media software.

"By expanding DoubleClick to work with Silverlight 2, we can make it possible for clients to create unique entertainment and advertising experiences without increasing their workload or creating new complex processes, said Google product manager Ari Paparo.

Google expanded its power in online advertising in March with the completion of its takeover of online ad-targeting titan DoubleClick.

The merger of the world's top online search firm with the industry leader in matching ads to people's Internet activities came after European regulators signed off on the deal, and strengthened Google's domination of the lucrative online ad business.