As a contentious election cycle gears up, BlueLithium is making a bid for the share of the dollars spent on online advertising, reports ClickZ.

The ad network has been discussing how it can create new offerings that meet the needs of campaign managers. It's repositioning its ad network as a "Voter Network" and showing off its targeting capabilities to gain the trust of buyers.

BlueLithium hopes its use of behavioral and other targeting methods, which might seem intrusive to some, will be more palatable to younger surfers. The company feels that group is already accustomed to ad targeting and so won't see the problem with it.

Some candidates and other political groups like MoveOn.org have experimented with BlueLithium ads. Because of the volatile nature of political campaigning, both sides of the deal are having to make adjustments.

BlueLithium, for instance, is dealing with the fact that a campaign could just stop one day with little to no notice.