NEW YORK (TheStreet) -- TheStreet's Debra Borchardt was at the StartUpCity event in New York, checking out some of today's hottest new start-up companies.

Many start-ups in New York are based on maximizing results for advertisers on the Internet. "Advertising dollars are the engines that drive the Internet," Borchardt said.

Ghostery

has a slightly different pitch, however. Its goal is to actually

stop

advertisers from tracking consumers. Once installed, the software allows consumers to block advertisers from following them from one site to the next.

However, not all advertising can be annoying and forceful. At least that's what

SocialVibe

says. This start-up is breaking away from traditional advertising.

Instead of the invasive and time consuming conventional ads that plague video or Web-browsing experiences, SocialVibe has worked with some of its partners to create engaging and fun advertisements.

Zynga

(ZNGA) - Get Report

, the biggest partner, has installed SocialVibe's ads, which include in-game rewards such as virtual money, for watching a short advertising clip.

Online advertising has already begun to rapidly change. With the help of these start-ups, the experience could get better for consumers.

-- Written by Bret Kenwell in Petoskey, Mich.

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Bret Kenwell currently writes, blogs and also contributes to Rocco Pendola's Weekly Options Newsletter. Focuses on short- to intermediate-term trading opportunities that can be exposed via options. He prefers to use debit trades on momentum setups and credit trades on support/resistance setups. He also focuses on building long-term wealth by searching for consistent, quality dividend paying companies and long-term growth companies. He considers himself the surfer, not the wave, in relation to the market and himself. He has no allegiance to either the bull side or the bear side.