tumrilogo.jpgTumri, an online ad network, today releases a service called Tumri Publisher to give publishers more control over ads displayed on their site.

Tumri Publisher allows users to create custom, branded ads called AdPods based on product category. For example, a blog about books could choose to only display book ads from Amazon.com. It also lets you create AdPods for specific merchants and price ranges.

AdPods display inventory from over one thousand merchants including Shopping.com and Overstock. Unlike some competitors, Tumri allows publishers to set specific rules about the types of ads they wish to display. For instance, Google AdSense lets you filter out specific competitors or advertisers but currently has no way to specify ads you’d like to include. Google has recently started testing “gadget ads” (see Niall Kennedy‘s piece), but these don’t appear to give publishers as much control. There are several other ad widget companies, such as the less developed Boobox, doing something similar. Zlio, more advanced, also lets you make money from selling products through widget stores (our coverage here).

Tumri’s ads — such as the ones below — look more like product offers than contextual advertising. Tumri allows publishers to control ad look and feel and monitor performance of different types of ads. Lack of creative and editorial control is a drawback to popular solutions such as Google AdSense.

Tumri, based in Mountain View, gives publishers a 50 percent split of revenue it gets from advertisers. Publishers may make money if a customer clicks on an ad or, in other cases, only if they actually buy the product, depending on the arrangement (see how it works). The three-year old company has raised $6.5 million in a first round of financing from Shasta Ventures and Accel Partners.