SOURCE: Adify

Adify

June 17, 2009 08:30 ET

Adify Marks Continued Growth With 200th Network -- Tribune Company

Advertiser Demand for Highly Engaged Audiences Leads to Creation of New Vertical Ad Networks From Tribune Media Services, AutoTrader.com, Financial Times and Resonate Networks

SAN BRUNO, CA--(Marketwire - June 17, 2009) - Adify, the premier provider of vertical ad network management solutions and media services, today announced a significant milestone by launching Tribune Media Services' Branded Media Network, as the 200th vertical ad network to standardize on Adify's technology platform and integrated services. Adify's rapid expansion of its customer base in 2009 also includes new agreements with AutoTrader.com, Financial Times, and Resonate Networks.

Adify's Network Builder ad serving platform and services have fueled the growth of a new, highly targeted, premium segment of online advertising: vertical ad networks. Adify provides network builders with the resources to quickly ramp up, manage publisher partners and scale as they grow. The platform also delivers unparalleled performance, effectiveness, and reach for advertisers.

Other new customers leveraging Adify have found a variety of ways to monetize inventory:

-- Tribune Media Services: Representing for the first time, a new approach to monetizing content, the global content licensing arm for Tribune Company will distribute a Branded Content App from columnists such as Wolfgang Puck, Arianna Huffington and Rick Steves with exclusive advertiser sponsorships

-- AutoTrader.com Access: Allowing advertisers to effectively and efficiently reach in-market car shoppers, the ad network aggregates a portfolio of sites to give AutoTrader.com's advertisers greater reach to car shoppers targeted across quality lifestyle sites through one media buy

-- Financial Times: Focusing on verticals such as finance, luxury goods, and travel, this small- and mid-size publisher network will enable brands to buy across the FT portfolio

-- Resonate Networks: Giving advertisers a new way to target audiences -- attitudinal targeting -- Resonate Networks offers verticals based on users' political attitudes and issue positions

"Adify gives us a business model previously unavailable on this scale to distribute and monetize popular content that publishers want," said Steve Tippie, Vice President of Licensing and New Market Development for Tribune Media Services. "Its technology platform and advertiser relationships along with our brand-name content extend our reach, while providing contextually relevant advertising to Adify network publishers."

"The value of premium, independent publishers continues to grow despite overall industry headwinds. Large and small media companies alike are differentiating themselves by bringing quality, differentiated sites to advertisers eager to rise above the fray," said Russ Fradin, President of Adify. "We are delighted that two hundred networks have been launched on our platform worldwide -- each offering advertisers custom-tailored products to engage their target audience."

Since Adify's acquisition by Cox Enterprises in 2008, the company has grown its client base, launched and expanded targeting and measurement functionality on its platform, opened APIs for third-party online advertising vendors, and created a sales unit to provide supplemental media revenues for Adify Network Builder customers.

Adify Network Builder provides ad technology and operational services used by publishers to execute successful distributed-advertising campaigns. Over 200 networks and more than 12,000 independent publishers rely on Adify Network Builder's syndicated ad server, tracking, reporting, billing, payment, and technical support functions. This open infrastructure delivers content sponsorships, video, image, and rich media advertising to the unique specifications of each network builder.

About Adify

Adify Corporation is a vertical ad network management and media services company that is an independent, wholly owned subsidiary of Cox TMI Inc., part of Atlanta-based Cox Enterprises.

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