Six Apart has teamed with MRM to develop an ad model for Vox, the blog publisher's new format aimed at bloggers who want more privacy controls over the content they publish.

Vox will be ad-supported, and the responsibility for creating the implementation of advertising on the service will go to MRM Worldwide. The agency's responsibility will be to create a model for the service that benefits advertisers but isn't intrusive for Vox users, ClickZ writes. Vox is aimed at an older audience that wants to blog and share videos, music, and other social media, but with greater control over the privacy of the content they create.

The key advantage that Vox will bring to advertisers is Six Apart's experience in the social media realm; the blog publisher was founded in 2001, affording the company a greater understanding of the blog space and the terms on which users will accept advertisements.

"It's those experiments we want to start doing where the advertising increases the user experience like in a photo magazine or fashion magazine," Barak Berkowitz, CEO of Six Apart, told AdWeek.

"One of the challenges when you're bringing advertising to a place where the consumer is creating the media is being 100-percent transparent," Patty Mitchell, VP of worldwide sales at Six Apart, told ClickZ.