Most regular internet browsers for content may perhaps be au fait with ‘remnant advertising’ while many others may still be oblivious to this phenomenon. Hitherto, remnant advertising has been just able to place a number of ads on the site only to fill up unsold ad inventory.

In order to ameliorate the system and turn remnant advertising into premium advertising, a high profile founding team that includes Jim Heckman and Ross Levinsohn, both former Fox Interactive execs have founded a startup called 5to1 by raising $4.5 million. It was launched today at TechCrunch50.

The company aims to provide a service that will do away with both the publishers and advertisers of the extremely ineffective ad campaigns that are only beneficial to the networks selling them. Much to the delight of the publishers, 5to1 system allows them to get in between the remnant networks and the ad inventory. This gives them more control over what will appear on the site, where and when.

Jim Heckman, the CEO of the company puts it in his own words, “Match.com meets iTunes for advertising” as it allows publishers to dynamically create ‘playlists’ of ad units and easily run both proper ads and potentially placeable remnant ads on variable places on their website(s). The ultimate goal of the company is to provide a quality service so that content publishers can easily increase the quality. Only time will tell us how this whole thing works in favor of the publishers.

Via: TechCrunch