Rubber Republic claims that the incorporates more than 300 publishers and more than 5,000 sites on a social media seeding database and said it has been built to recognise and respond to the growing influence and spread of social networks.
It features an insight tool that measures online buzz − blog comments, Twitter mentions and other social media activity.
The insight tool allows users to measure the effectiveness of their campaign, gauging whether the overall level of conversation is negative or positive.
The Viral Ad Network runs on a cost per engagement basis, meaning that advertisers are only charged for views when the user has chosen to interact with the content.
Rubber Republic said the type of "engagement" can vary with each client and campaign, but could include a user playing a video or a game.
The new service, which will be rolled out over the coming days, also features a simple planning tool that lets media buyers input a series of basic requirements, such as geo-targeting, to implement their online campaign across the network in minutes.
Chris Quigley, director at Rubber Republic, said: "The Viral Ad Network gives publishers from Twitterers to bloggers to giant publishing networks the chance to make money through publishing fun ads alongside their fun content.
"And it works. Publishers like having viral ads next to their content, and are happier to embed it more closely within the actual content of their site. What's more, advertisers are happy because viewers engage with their ads."
Launch advertisers include the COI, with a campaign aimed at spreading an anti-bullying message among 11- to 14-year-olds, an online viral video campaign for American Express, and an online viral video campaign for the British Red Cross and World Aids Day and starring ex-Blue Peter host Konnie Huq.
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