The basic idea is your site along with every other website has some amount of empty space which you're likely not making any money from.

So basically our value proposition is: "don't give up any existing ad units you're using, let us help you make revenue from the real estate you didn't know you even had." Eventually we'd like to have close integration with AdSense so we can serve your AdSense units in your site's empty space. Finally today, you can create TextAds and ImageAds that drive users to pages you monetize well or that you'd like to promote. For you perhaps its: http://www.dedasys.com/about.html. For others its a RSS subscription link or the "buy a t-shirt page".