AdValiant has launched AdVario, a new suite of contextual marketing tools that can help online marketers customize their advertising delivery to more efficiently target web users.

AdVario's TargeText optimization engine integrates content with contextual and keyword advertising, enabling publishers to customize their online campaigns by controlling the types and forms of advertising display on websites. AdVario allows marketers to be more flexible in publishing advertising content, while providing highly relevant contextual advertising to readers.

AdVario developers said that the new suite is helpful for advertisers in generating brand awareness and enhancing site traffic, transactions and return on investment. By customizing advertising delivery by specific categories, publishers can automate new revenue streams.

"At AdValiant, we're creating innovative, relevant and intelligent performance products for marketers while providing new ways for publishers to monetize their fallow inventory," says Peter Bordes, CEO of AdValiant. "While web marketers have funneled an increasing amount of money into performance campaigns, the vast majority of this money has been directed to search engines, not to web publishers. We anticipate that AdVario could help change that."