'Wait, mom, my ad's on!'

A new company has debuted that seeks, like others, to turn commercials into show-stoppers in their own right, reports Crains.

Firebrand will act as an online distribution platform for commercials, which it will program in the same way a television network is programmed.

About 30 advertisers and a number of publishers, including AdWeek and other pubs, have signed on to show the Firebrand block of ads. Firebrand will also deliver ads to mobile devices and cable TV. That includes a one-hour block on ION Television Network.

Firebrand is set to launch October 22nd and will strive to reach 12-34 year olds with its "commercials as content" mission. Microsoft, NBC Universal and GE's Peacock Equity Fund have all invested in the company.