Lijit has formally announced the launch of its advertising network. What's unique about the platform is that Lijit publishers are able to sell their own search ad inventory directly to advertisers.

Lijit, a company that develops search-powered apps for individual website publishers and entire online publisher networks, has developed an infrastructure to manage the mechanics, including inventory, placement, backfill, payment, and reporting, thereby allowing publishers to stay focused on writing great content, while still realizing the most value possible from their search.

Publishers in the Lijit network will create a marketplace for their search ad inventory by setting their own price within the Lijit interface. As we've said before (time and time again), the real secret to blogging is the ability to sell your own advertising.

"We consistently hear from our publishers that they want greater control and flexibility over their search ads," said Todd Vernon, founder and CEO of Lijit Networks. "Now, Lijit publishers can price and sell their own search ad inventory, keeping a large share of revenue."

Publishers can participate in Lijit's ad network and revenue share program by simply signing up. Selling their own search ad inventory is equally easy; advertisers can create a search ad campaign by either visiting www.lijit.com, or simply clicking the "Advertise Here" link at the top of a publisher's search result page.