Adify Inks Advertising Network Deals Across Web 2.0 With E-Consultancy, Ecademy and Blognation

September 27, 2007 (PRLEAP.COM) Business News
Adify Corporation, the pioneering internet advertising innovators whose platform enables any entrepreneur or enterprise to build expert vertical advertising networks of quality online publishers, announced today that the three leading UK based web 2.0 publishers Blognation, Ecademy and E-consultancy, have each contracted with Adify to create vertical ad networks to increase their reach and better service their advertisers and publishing partners. Networks powered by Adify will effectively cover the entire Web 2.0 sector in a matter of weeks.

Each publisher offers a unique angle on web 2.0, with E-consultancy providing research, best practice guides, events and training for its 55,000+members, Ecademy primarily targeting SMEs and independent operators and Blognation covers emerging technology via a network of the leading bloggers across the globe.

This announcement follows recent news regarding Adify's first major European announcement with the Guardian, which will shortly launch a number of vertical ad networks in key content areas such as Travel and Environment.

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 an audience are 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.

All three publishers join Adify's existing global partners, including The Guardian, Time Warner, The Washington Post Company, Reed Business Information, NBC Universal, Media News Group, RP Online, and Comcast Corporation, which already use Adify's solutions.
Sam Sethi, Founder and Publisher at Blognation commented: "This partnership enables us to deliver extraordinary scale and value to our advertising partners, providing both depth, in terms of the content within Blognation and breadth in terms of a wider variety of affiliate sites across the network."
Paul Sherman, VP Commercial Development of Ecademy, added: "With Adify rolling out across the UK and Europe, it makes good sense for Ecademy to be amongst the first to take up the service, cementing our position as a leading European web 2.0 business and offering significant additional benefit to our advertising and publishing partners."

Ashley Friedlein, CEO of E-consultancy said: "Adify enables E-consultancy to preserve editorial control over all content, whilst using Adify's technology to provide our advertisers with best of breed self-service, access, bidding and planning.

Russ Fradin CEO of Adify Corporation, commented: "These three publishers/network builders effectively represent the majority of the web 2.0 sectors in the UK, facilitating a means of the advertising community engaging with this entire market segment extremely efficiently via the Adify platform. The fact that all three heavyweights have signed up so quickly again underscores that value of the Adify platform and reiterates the importance of being the first to market in order to sign up the highest quality niche publishers."

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.

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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, Media News 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, Value Click 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.