The service, codenamed AdLife, will inject customer comments and user-generated content into the ads. Interactive marketers will be able to use AdLife to embed the technology directly into IAB-standard units.

Avenue A said that the new ads were created as an answer to consumers demands.

“It’s clear that consumers want a stronger voice in the conversation with the marketer,” said Shiv Singh, vice president and global social media lead for Avenue A, in a written statement. “When developed, AdLife will enable consumer participation and social influence inside the billions of impressions received by traditional digital ad units like banner ads.”

For AdLife, Avenue A will provide its expertise on social marketing, digital advertising, analytics and media planning. Pluck, which powers more than 2.5 billion monthly interactions, will provide the scalable technology platform behind AdLife. The service will go through beta testing before it goes live.