Company Overview

Adventive delivers a completely new form of online advertising that provides measurable impact on revenue for publishers and advertisers alike, while providing an engaging brand experience in which advertising feels like features. Adventive's transaction technology enables publishers to sell a greater proportion of their inventory as premium, and lets advertisers capture transactions within the ad unit at the moment the user demonstrates intent, rather than just capturing clicks.

Adventive LLC is a wholly-owned subsidiary of BlueTie, Inc., the leading provider of Software as a Service (SaaS) email and collaboration services for small to mid-sized businesses (SMBs) worldwide. BlueTie was established in 1999 by serial entrepreneur David Koretz, BlueTie President and CEO, and Tom Golisano, founder and Chairman of Paychex® — a $2 billion payroll provider serving the SMB market.

In 2006 BlueTie introduced a new way to integrate e-commerce capabilities directly into its Web-based email and collaboration application, including travel booking, faxing, and email marketing. That approach to transforming advertising into valued features – dubbed Featuretisements™ by BlueTie – won the company the 2007 ad:tech award for the best B2B Transaction Website. Now BlueTie’s technology and expertise has been leveraged as a new entity focused on the needs of online publishers and advertisers – Adventive. Adventive aims to help make a measurable impact on revenue for advertisers, publishers and agencies by providing ads that drive revenue while delivering an engaging brand experience.