Hoping to give structure to and organize the consumer-generated advertising movement, a new player on the scene plans to help marketers tap consumers' creativity to create online and traditional advertising - and possibly help undermine the role of traditional ad agencies, writes MediaPost. "What we want to do is enable consumers to do what they are already doing - creating advertising - but to do it in a credible way and with some scale that is meaningful for marketers," says Reggie Bradford, CEO of ViTrue.

ViTrue, which has acquired online video-sharing community Sharkle.com, will use it as a place for marketers to interact with consumers and provide them with standardized tools for reviewing, editing, approving and activating consumer-generated ad campaigns - on a large scale.

ViTrue has already facilitated a consumer-generated ad campaign for "The Benchwarmers" movie from Sony Pictures. The campaign, dubbed "The Nerd League," features content Sony created by interacting with fans of the film.