New Momentum for Ad Network Building Tools

  |  April 21, 2009   |  Comments

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.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs