The player: Adam Erlebacher and Greg Neichin, co-founders of PlaceVine, an Internet service that connects content creators with advertisers for brand integration opportunities.

The play: PlaceVine is like an online dating service that matches more than 150 content creators with more than 100 brands and agencies interested in branded entertainment advertising deals. “We bring more efficiency to the marketplace by knowing about all these deals,” Mr. Erlebacher said.

The pitch: Content creators can sign up for the service and specify the type of ads and brands they’d like to work with. The company’s “Brand Integration Service” is designed to locate brand integration opportunities across feature films, television shows and the Web.

In the mix: Content producers such as Fox Films and Web studio For Your Imagination use the service. Agency clients include MDC Partners and Arnold WorldWide.

The money guys: The founders have raised an undisclosed amount of angel and seed funding. The service is free for content creators. PlaceVine makes money via a subscription fee from agencies that want to have their brands and opportunities listed in the service.

The pros: PlaceVine said the brand integration market hit $22.3 billion in 2007, citing PQ Media figures.

The cons: The biggest challenge facing PlaceVine is whether the brand integration business needs a middle man, because programmers and advertisers often strike deals directly.

The backstory: PlaceVine was founded in 2007 and is based in New York City and Los Angeles.

Background: Mr. Erlebacher was born in the Bronx and raised in Tenafly, N.J. He earned a bachelor’s degree from Tufts University and an MBA from the University of Pennsylvania. Prior to PlaceVine, he worked in business development at a software firm and was an analyst at JPMorgan Chase. He lives in New York. Mr. Neichin was born in Boston and raised in Fairfield, Conn. He earned a bachelor’s degree from Dartmouth College and an MBA from the University of Pennsylvania. Before PlaceVine he worked at GetActive Software.

Who knew? An adventure sports enthusiast, Mr. Erlebacher recently tore his anterior cruciate ligament while heli-skiing in Alaska. In his collegiate days, Mr. Neichin was the keyboardist in a Spinal Tap cover band.