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.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
March 19, 2014