Adventive, a new company launched at ad:tech today, announced a completely new form of online advertising that enables publishers to deliver ads that feel like features and enhance the user experience. Adventive aims to help advertisers, publishers and agencies by providing ads with real-time optimization from impression to revenue.

Adventive delivers two new offerings to its customers: Adventive Application Ads that can be embedded into features such as photo galleries and calendars, and Adventive Display Ads that work within content sites. Both ad formats are powered by an optimization engine that uses real-time and historical data to dynamically optimize creative variables for maximum revenue. 

Adventive is a privately-held company and wholly-owned subsidiary of BlueTie, a leading provider of SaaS collaboration to more than 750,000 small businesses. Adventive was created using BlueTie's ad:tech award-winning Featuretisements advertising technology.

Adventive gives Publishers the same powerful technology that search engines use: contextual ads based on user intent, real-time optimization for revenue, and an integrated user experience. Adventive's platform allows publishers to offer integrated advertising without custom development. Publishers simply insert three lines of ad tags and they can run Adventive ads.

One key advantage is that publishers can sell more premium inventory by offering Adventive ads to their advertisers, and have the ability to re-capture revenue being lost to search campaigns, all while still delivering a platform for advertisers to build their brands.

With Adventive, advertisers can optimize their campaigns around an action such as selling a movie ticket, previewing and downloading a whitepaper, or capturing an email address. Adventive gives advertisers and their agencies a birds-eye view of campaigns in action via a Web-based dashboard that monitors campaign performance in real-time. This level of optimization leads to higher ROI for each ad dollar spent.