Adify Launches In The UK With The Guardian

July 19, 2007 (PRLEAP.COM) Business News
Adify Corporation, the pioneering internet innovators whose platform enables any entrepreneur or enterprise to build vertical advertising networks of quality online publishers, is launching in the UK. Their first UK partner is the Guardian who will launch a number of vertical ad networks in key content areas such as Travel and Environment. The network will be composed of small to medium sized publishers who offer high quality content in valuable areas, content which will then be aggregated to build scalable and targetable advertising and sponsorship opportunities for advertisers. Unlike large ad networks that aggregate and sell remnant publisher inventory, Adify enables The Guardian to focus on packaging high-value brand advertising programs.

The Guardian joins Adify’s existing global partners, such as Time Warner, The Washington Post Company, Reed Business Information, NBC Universal, MediaNews Group, RP Online, and Comcast Corporation, which already use Adify's solutions.

With the average consumer now visiting 77% more sites regularly than it did five years ago (Compete), facts clearly indicate the internet’s increasing fragmentation. According to Collective Media’s 2007 Ad Network Study, 66% of advertisers plan to increase their usage of ad networks in 2007, whilst 57% of respondents identified the way that an ad network targets audiences is the primary differentiating factor between networks. Reach (at 52%) and Efficiency (at 66%) were still the key drivers for why agencies/advertisers include ad networks on the buy.

Adam Freeman, Commercial Director of Guardian News and Media, said:
“Bloggers and small to medium sized publishers exert real influence online and our collaboration with Adify will enable us to harness this for everyone’s benefit.

“Adify provides us with the tools and infrastructure to build a network out of these sites, providing them with advertising revenue and promotional opportunities, whilst at the same time giving our advertisers the chance to target the long tail in these important areas.”

In addition to the benefits for publishers such as The Guardian and online entrepreneurs, Adify supports the UK online advertising community by providing the reach of a branded advertising network yet with the control & safety of a direct buy. Unlike other vertical advertising networks, Adify’s same controls are available to independent publishers who join networks built on Adify – enabling those publishers to preserve editorial control over all content, including advertising, on their sites.

In April 2007, Adify secured $19 million in Series B financing led by US Venture Partners (USVP). The round included previous investor Venrock Associates, and strategic financing from GE Media, Communications and Entertainment (a unit of GE Commercial Finance), NBC Universal, Inc. and Time Warner Investments.

Russ Fradin CEO of Adify Corporation, added:
“We are once again witnessing an online footrace, with media companies motivated to quickly sign up quality niche content partners to their networks as a means of extending the value that they offer to advertisers. Adify allows brand marketers to reach large online audiences that are associated with high value, trusted brands – while enabling those brands to leverage their editorial expertise and sales resources. The Guardian’s partnership clearly underlines the value that Adify offers.”

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About Adify Corporation:
Adify Corporation is a pioneering advertising infrastructure company which enables anyone to build vertical advertising networks to create niche online communities for their advertising partners to target. Moreover Adify provides the online advertising community the reach of a branded advertising network yet with the control of a one-stop, direct buy.
Adify delivers a unique mix of technology, expertise and key business services – from strategy to sales training – that expedite time to market for new, brand-driven, vertical advertising networks.
Entrepreneurs and global media partners such as The Guardian, Time Warner, The Washington Post Company, Reed Business Information, NBC Universal, MediaNews Group, RP Online, and Comcast Corporation are using Adify's solutions to extend their brands, increase their reach and grow their revenue.
Adify's management team has over 40 years of combined online media and enterprise technology experience from industry leading companies, such as Excite, eBay, Ziff Davis, ValueClick and Firefly Network. Adify was founded by the team that created Flycast Communications – the first successful direct-response online advertising solution.
The company is backed by blue-chip venture firms Venrock Associates and U.S. Venture Partners, as well as GE Commercial Finance, NBC Universal, Inc., and Time Warner Investments.