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Video-sharing site Blip.tv has introduced an interactive advertising tool that lets web-content producers create and serve ads for their programming, writes AdWeek. Blip says it's a potential solution to the challenge of how to monetize content on the web.

According to CEO Mike Hudack, the do-it-yourself system points to "a major shift of power from the big-name networks and studios towards the content creators." Already, Make magazine is breaking in the new technology via Weekend Projects, its new video podcast series on the site.

Each 10-15-minute episode closes with a homemade ad for the materials needed to create a featured project, among other items available at Make's online store. For example, an episode demonstrating how to build an iPod charger yields a linked ad where consumers can purchase the electronic charger kit.

According to Phillip Torrone, senior editor of Make, the new technology ushers in an era where contextual ads "always make sense" for a given video, forcing ad companies to compete with the content creator.