A new service has launched that seeks to turn banner ads from annoyances to productive parts of a website, reports TechCrunch.

Fhlame has created a product dubbed Tailgate. The banners from Tailgate allow advertisers to bake e-commerce functionality right into the ads. That means an impulse buy is more likely to be followed through, and publishers don't have to send readers elsewhere.

Fhlame is currently working on securing a round of venture capital funding that would allow it to further build out and develop the product.