Viacom today struck an exclusive_advertising partnership with Yahoo to serve “co-branded content campaigns” with its partners on Tumblr during the upfront season. The deal will give Viacom the ability to publish a range of custom content promoting cable networks such as MTV, Nickelodeon, VH1, CMT, COMEDY CENTRAL, TV Land and Spike_on Tumblr. It’ll kick off next month with the 2014 MTV Movie Awards, where Viacom plans to put up related images, videos, GIFs and other interactive content before, during and after the show. It’s the first advertising partnership that Yahoo has signed with a television programmer, and Viacom will be...

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