The deal, which will make Vio's software entirely web native, marks a fundamental departure from previous versions, which required users to install and run the application on their own system.

Managing director Chris Friend said: "The partnership with Websend is an important strategic decision for Vio. We needed to fundamentally change our platform to support our rapidly growing customer base and their desire to move to a Software as a Service (SaaS) environment."

Vio, which has licensed Websend exclusively for the UK, the US and Canada, claims that the upgrade to SaaS will bring significant financial benefits to publishers.

Websend's XML, AdsML, XMP, JDF and PDF/X compliant architecture should allow publishers to integrate ad delivery into their internal workflows, booking and billing systems.

Friend said: "By automating ad receipt into booking and billing systems, publishers will save considerable amounts of time and money."

The agreement is effective immediately and Vio expects to complete migration of its technologies to the Websend platform by March 2009.