This is the super top-secret project that I’ve been working on for the last couple of months. I’m heading to San Francisco this morning with the team so that we can officially launch the new company tomorrow at ad:tech.

Adventive delivers a completely new form of online advertising that provides measurable impact on revenue for publishers and advertisers alike, while providing an engaging brand experience in which advertising feels like features. Adventive’s transaction technology enables publishers to sell a greater proportion of their inventory as premium, and lets advertisers capture transactions within the ad unit at the moment the user demonstrates intent, rather than just capturing clicks.

Learn more about Adventive

I’m jazzed that our “I Hate Advertising Networks” buttons arrived today. For some insider background surrounding the controversy, check out David’s article on MediaPost entitled, “Ad Networks Are For Idiots — And Here’s The Math To Prove It“. The website, and the company, Adventive, is launching next Monday, so stay tuned.