Yahoo has bought Maven Networks a provider of online video technology for about $160 million to expand its ability to sell advertising alongside Web clips. The deal will help Yahoo and its network of Web partners deliver video to sites and sell advertising within and around the clips, in a challenge to the Internet video advertising being offered by larger rival Google through its site YouTube.

Maven already distributes and manages video for more than 30 major media companies, from News Corp’s Fox News to Gannett Co Inc, expanding Yahoo’s existing relationships with Web publishers.

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