As it builds still more content providers for its Internet television platform, Joost is also giving thought to how it plans to deliver targeted and relevant ads to its viewers, reports The New York Times.

Joost is experimenting with a number of ad formats to extract the best fit for both advertisers and viewers.

In addition to in-stream 15- and 30-second spots, the company is serving ads in "bug" format. Bugs are brands that appear as floaters in the corner of the viewing screen. These typically appear shortly after an ad for the floating brand has just aired.

Clicking on the bug opens a new browser window that takes viewers to the product.

The goal at Joost is to find an advertising format that does not depend on the TV ad model, but is also careful not to dismiss it out of hand. Ads will largely be targeted to viewers based on personal and demographic data that users entered when they first registered with Joost.