Adify Opens Door to Approved Ad Technologies

The Cox-owned firm now allows networks using its platform to work with approved tech firms to enable services typically restricted to big brand publishers and portals.

Vertical ad net platform Adify is giving big kid toys to the little guys. The Cox-owned firm now allows networks using its platform to work with approved tech firms to enable ad formats and other services typically restricted to big brand publishers and portals.

The practice of enabling outside technologies is nothing new. Most ad networks and portals allow advertisers to use rich media, optimization, and analytics technologies developed by third parties. However, Adify’s approach is unique in that, rather than waiting for Adify to give the seal of approval to a technology, networks using its platform can now initiate relationships with a variety of tech firms to develop products that suit their needs.

For instance, said Adify SVP of Marketing and Corporate Partnerships Joelle Kauffman, a network may want to enable a technology that customizes ad messaging based on a user’s recent shopping behavior, or run product placements within a video unit. Once the technology has been vetted and approved by Adify, the network can use it. This, she believes, puts smaller vertical networks on a more level playing field with larger networks and sites.

“That’s A-game stuff,” said Kauffman.

P&G’s Febreeze used video overlay firm Rovion for a campaign in a test of the open API around six months ago, according to Kauffman, who said a certification system is in place to ensure third-party technologies have no surprising or negative effects.

Tech providers including audience optimization firm Aggregate Knowledge, Web video management company Ooyala, self-serve ad software provider Wave2 Media Solutions, and Rovion are among the first firms joining Adify’s partner program. Kauffman said about 12 more are interested. SixApartMedia’s VIP Ad Network and Resonate Networks are currently developing new applications through the open API, she continued.

“We absolutely expect people to do that…Adify does not have to be front and center.”

The firm also expects the API opening to help tech developers with less exposure to attract new clients. Networks including Politico Network and Martha’s Circle use Adify to manage their ads, and the company formed its own ad network in April.

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