Content delivery provider EpicRealm is the latest company to join the Cisco-initiated Content Alliance.
The body of the alliance is made up of independent industry groups and aims to drive the advancement and acceptance of content delivery networks.
Hal Speed, director of strategic planning at EpicRealm, said the alliance is currently discussing content peering, the process whereby internet providers share transmission resources and traffic.
When CacheFlow, another content delivery company, finalises its takeover of Entera, it will also become part of the Content Alliance.
Nigel Hawthorn, marketing director for EMEA at CacheFlow, said: "We are in the process of buying the company. When the deal is finalised in mid-December, CacheFlow will take a place in the group."
Hawthorn said the alliance will put together open documentation to allow service providers to peer between their networks and share resources.
He added: "The Content Alliance will be strong because it is an open group and will benefit from the strength of multiple companies. This contrasts with Inktomi's closed Content Bridge which is made up of companies all connected with Inktomi. It is a promotion of its products."
Hawthorn believes that when content peering matures, all the companies that are part of the Content Alliance will work together to ensure content will be distributed and delivered around the world.
The Content Alliance has sent draughts of its proposals to the Internet Engineering Task Force, the body that controls web developments worldwide. This move is an indication of the body's intent to create standards within the industry.
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