SeeSaw Networks has created an online buying tool that it hopes will do for the digital billboard marketplace what online ad networks have done for media buyers - simplify the buying process, ClickZ reports.

To streamline digital-billboard ad buying, SeeSaw has launched SeeSawAds.com, a free online service to aid media buyers. SeeSawAds aims to create a database of various categories of digital signs, establishing an affiliate marketplace that will allow media buyers to both purchase numerous ad types and achieve a greater level of targeting.

A partnership with a firm named Alchemy will allow marketers to take existing elements from other creatives and use them for digital billboard execution.

Opportunities will be broken down by demographics and geography. The system works by asking a series of questions and then allowing the marketer to make a purchase.

It's possible, for example, to purchase ads within a half-mile radius of physical store locations, according to Rocky Gunderson, SeeSaw's vice-president of marketing and network operations. The company sells ad space on around 10,000 spaces in 205 DMAs, he said.