Rich-media firm PointRoll said it would provide advertisers the capability to sequence online ads, showing viewers a progression of messages based on how many times they had viewed an ad and whether they had interacted with it, writes AdWeek.

The company said the capability could also be used to keep creative fresh for identified users - instead of showing the same ad progression. It also said it would allow advertisers up to 20 iterations per campaign. The sequencing is available for all PointRoll formats, including expanding and floating ads.

Omnicom Group's Tribal DDB is using sequencing for a campaign it is running for PepsiCo's Propel fitness water.

Last month, Gannett announced a deal to buy PointRoll, reportedly for some $100 million.