More NewsAdify Rolls Out Centralized Ad Network

Adify Rolls Out Centralized Ad Network

Move cements ad network platform position as a reach player.

For a little over a year, vertical ad network platform Adify has operated a centralized sales team to broker inventory for those of its network customers who want the service. Now the company is formalizing its ad network offering with the creation of a unit, called Adify Media, that will offer a menu of individual site placements bundled with online properties owned by its parent company, Cox Enterprises.

The combined reach of the ad network will approach 90 million uniques, approximately 17 million of which will be attributable to Cox’s own sites, according to ComScore.

Adify Media prides itself on its dedication to transparency for both buyer and seller. None of its inventory is offered on a blind basis, and its network partners — whom it calls network builders — are free to opt out of individual campaigns or the network as a whole. When its six regional ad sellers are dealing with a client, Adify does not mention the names of individual networks using its platform, so as to avoid channel conflict, focusing instead on the properties themselves.

For advertisers, Adify emphasizes highly customized ad packages and site-by-site deliverability reporting. Its reporting data can be viewed by ad space, line item, creative execution or ad size.

“I don’t think there’s another aggregator that offers anywhere near that level of pipeline visibility, handholding consulting, and the ability to opt in or out at granular levels,” said Joelle Gropper Kauffman, Adify’s SVP of marketing and corporate partnerships. “For us it’s all about people staying in control of their assets and their inventory.”

Adify Media is offering a degree of creative variation in its menu of ad formats. According to Gropper Kauffman, Adify is the primary ad server for many sites offered by its media team. Therefore, she noted, “we can do things you just don’t do with a network.” For instance, she said available formats could include expandable ads, sponsorships, roadblocks, and interstitial video. Standard targeting options will include geographic, behavioral, and browser-based delivery.

Key to Adify Media’s pitch is the supposition that mid-tail publishers of the sort that define its network have more engaged audiences than do major portals and ad networks. Its 160 network partners cover topic areas such as politics (Politico Network), lifestyle (Martha’s Circle), and food (GourmetAds).

Adify employs sales reps in New York City, Chicago, San Francisco, and Los Angeles. Its team, led by general manager Rodney Mayers, has already sold campaigns to Best Western Hotels, Febreze, HP, and Microsoft, among others.

Related Articles

How to measure a multi-channel marketing strategy

Digital Marketing How to measure a multi-channel marketing strategy

1m Tereza Litsa
The future of retail: How IoT is transforming the retail industry

Digital Transformation The future of retail: How IoT is transforming the retail industry

2m Diana Maltseva
GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

9m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

1y Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

1y Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

1y Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

1y Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

1y Al Roberts