Federated Media has launched Ad STAMP, an ad platform designed to integrate more naturally into social networks — traditionally high-traffic markets that endure low display ad click-throughs.

Under the Ad STAMP system, three units deluge a site concurrently — meaning the single advertiser effectively "takes over" the site for that day. The rationale behind this method is that it reduces clutter experienced when a user is deluged by many different brand message, and their respective styles, at once. Ads can be customized based on goals, priorities and the social assets of an advertiser.

In effect, more real estate is used without diminishing user experience, Federated Media claims. "It provides a cleaner, clutter-free environment for the reader," said VP James Gross. "The available features and functionality fill a need that we've consistently heard from our marketing partners."

The three units break down thus: a Pushdown unit, which expands to 970×418, then collapses to 970×66; a sidebar ad unit called the Tower, 300×600; and the Conversationalist, which lets brand advertisers engage users in conversation directly within its 600×250 space.

"The state of display advertising on the Web leaves plenty to be desired," proclaimed FM founder John Battelle. "We hope that Ad STAMP helps solve a challenge that brands and publishers have faced since the days of the first banner ads: how to increase the value of an impression."

AdSTAMP is available five weekdays per month and is exclusive to one brand per day. MediaPost writes.