Online ad network Burst Media has launched Burst Direct, an ad network for direct marketers, reports DM News. Burst Direct will focus on providing broader reach than the Burst Media network; according to the company, Burst Direct will serve over one billion monthly ad impressions across more than 700 quality web publishers, some already part of the 10-year-old Burst brand-driven network. The new Burst division provides publishers with ad campaigns from large direct response advertisers seeking massive audiences at cost effective, run-of-network rates, the company said.

About a dozen advertisers have tested the Burst Direct ad network in the past month, according to DM News. At least initially, all advertising will be sold on a CPM basis, according to Burst Media CEO Jarvis Coffin.

Burst's VP for Burst Direct, Andi Schneiter, will operate out of Latham, NY, where the new division will be based. "Burst Direct will draw inventory from…Burst Network publishers seeking additional high-volume campaigns to fill their inventory, and from publishers beyond the current Burst Network," Schneiter said in a statement.

"These sites include larger portals that fall outside the Burst Network specialty-content mandate but still meet specific quality standards," she added.