AQuantive's Atlas division is rolling out a tool that will help publishers sell their own online ad space, according to a release from the company.

AdMarket enables publishers to set up their own storefronts to sell online ad space. It also lets the publishers set their own payment basis, be it CPM, CPA, CPM or a combination thereof.

Such personalized tools, aQuantive hopes, will be attractive to publishers looking to regain control over their online inventory.

AdMarket was previously available only to a handful of larger partners publishers.