Banner ads are passé at IAC's CollegeHumor.com, which says it's eschewing the popular plug and play ad units in favor of campaigns that let sponsors build stronger ties with the site's community of young men.

CollegeHumor is looking to develop integrated advertising concepts that put its users in the driver's seat. So what's on tap at the site? Perhaps a machine that dresses you ala "The Jetsons," or a chute that transports a user from their bedroom to the front door, both of which can be filed under the working title of "stupidest wish ever," a concept the site's founder's shared with Reuters.

"Now advertisers won't even talk to you unless you have a great topline idea, something cool," CollegeHumor co-founder and editor-in-chief Ricky Van Veen told Reuters. "They use the banners and the rest of the stuff to support the deal."

While the "stupidest wish ever" may still be on the drawing board, Ven Veen is serious about taking ad sales for the site to the next level. Recently, the site teamed with Unilever's Axe, a men's deodorant maker, for a contest that allowed users to submit clips for the "World's Dirtiest Film" contest. That sponsorship drew more than one million visitors, something CollegeHumor hopes to replicate with its Virgin Mobile contest to find an aspiring comedy writer for a summer internship.

But there could be more on the line than traffic at CollegeHumor. The site, which is a part of IAC's struggling internet empire, could be a testing ground for the next generation of digital marketing. IAC, which recently launched Rushmore Drive, is desperately looking for new ways to match niche communities with major brands.