Enterprise search specialist Fast has launched a new contextual advertising and monetisation platform designed to provide online companies with an alternative to third-party contextual advertising services.

Fast AdMomentum provides online retailers, publishers and service providers with a platform to manage and monetise their content and deliver relevant advertising to their audience, according to Fast's vice president of media solutions, Perry Solomon.

"Publishers have been looking for ways to tap into the online search market and now they can control the delivery of ads rather than outsource them to ad networks," he explained. "It's yet another example of Fast making a fairly aggressive move up the stack, making search more of a platform for running an end-to-end e-business."

The platform is fully integrated with Fast's Enterprise Search Platform and also supports varying ad formats, including text-based sponsored links and impression-based advertising, as well as audio and video advertising, he added.