DoubleClick’s partnership with NBC Universal probably made for a nice wedge, though.

Ads will be served alongside 2,500 hours of NBC’s Olympic coverage played within Silverlight 2, served up by DoubleClick’s In-Stream technology. In-Stream adds Silverlight 2 to already-supported formats like Flash, Real Player, and Windows Media

NBC says it has hundreds of advertisers lined up for delivery via In-Stream, and NBCOlympics.com now has a solid partner to manage online video ads.

Quite noticeably, NBC did not choose any type of delivery system from Microsoft for its own video player.

Google’s YouTube has already inked a deal with the International Olympic Committee to broadcast clips in the remoter parts of the world—in places and events where NBC has not already laid claim.