With a keen interest in attracting small business advertisers, Federated Media has overhauled its ad platform and launched Online Marketing: Idea Exchange, a forum designed to help advertisers make the most of the digital space.

The new ad platform now gives marketers access to transparent site lists, real-time inventory availability and an ad creative upload tool. Marketers also have the flexibility to buy on a site-specific basis, across categories or based on the desired audience demographic.

"With the new functionality available in the self-service ad platform, marketers with smaller budgets have the same access to our sites that Fortune 500 brand advertisers enjoy," said John Battelle, founder, chairman and CEO of Federated Media. "Conversational media is where consumers congregate, form opinions and make purchasing decisions. It's not just major brands that need to be here; it's everybody." 

Online Marketing: Idea Exchange will compliment the new ad platform by giving marketers a place to learn about tools and strategies that are relevant to digital advertising.