AdReady makes online banner advertising available to small businesses

What: AdReady, in Seattle's Fremont neighborhood

Who: Aaron Finn, 38, CEO

Mission: Make online banner advertising available to small businesses.

Message therapy: While most online advertising involves search, banner ads can have a greater impact. AdReady provides an online banner ad-creation utility in which customers submit the completed product along with a projected marketing budget. AdReady works to provide the best placement within those limits.

Agency of change: AdReady takes on duties of an ad agency, although clients develop and articulate their message. The most effective ad positions still incur the highest prices, but AdReady's approach aims to democratize the process so a wider range of companies get access to banner positions.

Elevating the discussion: This, according to Finn, raises the quality of the advertising climate and increases the chances that customers will find exactly what they want. "We expect there will be more demand for the space," Finn said. "This will result in an increase of relevant ads that speak to the customer in a more accurate way."

Employees: 40

Financials: The private, venture-financed company will be profitable in 2010, Finn said. It has already worked with more 2,000 advertisers, and acquires revenue from a percentage of the client's media budget.

Driving distracted: Finn has noticed highway billboards are now displaying URLs prominently. Online billboards are far more effective, he said: They are seen by more people than the number who drive by a particular intersection. And interested customers can take immediate action, clicking on a link rather than having to remember the URL they see on the highway.

— Charles Bermant