Spongecell Ads are a rich media technology that converts engagement to participation. It helps advertisers increase ROI (or RO Engagement) by creating ads that make it easy for messages to flow into calendars, mobile devices, social networks, and email inboxes from inside of the ad unit. By offering more options than just a click through to move past engagement, Spongecell increases the yield, both in quality and quantity, from each impression.

The company was founded in 2005 by a team composed mostly of Carnegie Mellon Computer Science graduates. After launching a groundbreaking natural language web calendar in 2006, they took funding from a group led by Halo Venture Partners, including The Interpublic Group of Companies (IPG) and the Pilot Group. Spongecell Promote, the company's second product, has already been used in campaigns by the Yari Film Group and Lucky Jeans.