New Momentum for Ad Network Building Tools

DoubleClick officially releases its network builder product, while Adify announces two high-profile networks.

This week saw the wide release of DoubleClick’s network builder product, a set of tools built on the Google subsidiary’s DART for Publishers system. The product, which was first announced a year ago and has been offered in beta since October, helps ad network operators manage their relationships with partner sites.

Meanwhile Silicon Valley-based Adify, a pioneer in providing infrastructure and sales support to ad networks, announced two high-profile publishers have begun using its system. The Financial Times and AutoTrader.com are deploying Adify’s platform to sell ads on behalf of publishers with similar audiences to their own. Adify powers at least 140 such niche and vertical networks.

DoubleClick says its network builder product has the advantage of integrating with the company’s robust DART for Publishers ad management platform and its fledgling ad exchange. Among the ad networks now using it are Real Girls Media and InvestingChannel. According to the company, network builder customers are realizing improvements in efficiency and accuracy of 30 to 75 percent compared with previous systems.

For advertisers, these niche and vertical ad networks offer reach.

“Because the product helps publishers extend inventory, there’s a natural benefit to advertisers,” said Rany Ng, senior product manager at DoubleClick. “If they are working with a publisher they have an easier more scalable way to increase audience.”

Some agencies have reported positive experiences with niche and vertical ad networks. Razorfish Chief Strategy Officer Jeff Lanctot recently told ClickZ recently, “The vertical ad network model provides more of a brand filter for Martha Stewart or MTV to say, we’ve looked across thousands of sites in our category and we’ve deemed these 20 or 30 to be the highest authority. I think that is a compelling story.

However senior media planners at agencies including Ocean Media and IPG-owned Initiative report their interest in niche ad networks is overshadowed by targeting technology that can achieve the same ends.

“This whole concept of data and targeting optimization is really what’s going to start driving the business,” Amy Auerbach, Initiative’s SVP Interactive, said late last year.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource