February 23, 2010 12:51 ET

comScore 100 Dominate Top 10 Ad Networks' Total Impressions, Adify Market Map™ Shows

Adify President Russ Fradin Keynotes IAB Annual Meeting Today on the Future of Display Advertising; Quarterly CPM Report: Q4 2009 CPMs Strong Across Key Verticals

SAN BRUNO, CA--(Marketwire - February 23, 2010) - 83.5 percent of top 10 ad network total impressions stem from the comScore 100, according to research that was announced today by Adify and conducted through Adify's proprietary Market Map™ technology, which draws upon 280 data sources. Adify President Russ Fradin debuted this data today during a keynote at the IAB Annual Leadership Meeting in Carlsbad, Calif.

"It's time for publishers to make a tough choice between using networks to sell volume or to use premium content to create compelling brand experiences. Both are fine models, but publishers are killing their own businesses by trying to do volume and premium at the same time," Fradin said. "It's extremely important to choose a model that will support one purpose or the other. You can't do both."

Adify also released its quarterly Adify Vertical Gauge (AVG) report today, showing that display ad prices in the mid-tail are remaining strong with variability due to seasonality and the relationship between higher sell through and CPMs. CPMs in the Beauty & Fashion vertical category showed the most growth in Q4 2009 with a 64 percent increase in CPMs from the preceding quarter, and a 57 percent increase over Q4 of 2008. The verticals for Business and Sports also experienced significant growth.

The Adify Vertical Gauge (AVG) publishes quarter-to-quarter online CPM data for 11 of the vertical ad network categories on Adify's platform. The data in this report includes all Adify verticals with at least 10 distinct advertising campaigns and 20 million sold impressions since January 1, 2009. The Adify platform includes more than 200 premium vertical ad networks and 17,000 sites and blogs.

Adify's Q4 2009 AVG report reflects both seasonal trends and continued themes from Q3 2009. Detailed findings include:

--  The Beauty & Fashion vertical saw a 64 percent increase in CPMs from
    the preceding quarter, and a 57 percent increase over Q4 of 2008.
    Seasonality is known to play a large part in online marketers'
    willingness to pay premium rates for media in this vertical. The
    audience's buying power index (BPI) as reported in comScore has
    increased by 33 percent from 176 to 234.
--  The Business vertical had a 57 percent increase in CPM from Q3 2009 to
    Q4 2009 with a 39 percent increase in sell through rate due to the
    attractiveness of this audience.  The Business vertical has one of
    the highest BPI of any Adify-powered vertical at 244 BPI.
--  Every vertical with contracting eCPM has increased its sell-thru rate.

The inventory covered in the AVG report includes banner ads, rollovers, roadblocks, sponsorships, and rich media campaigns. Download the current AVG report at: About Adify

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

About the Adify Vertical Gauge

The Adify Vertical Gauge is a quarterly analysis of average CPMs for direct-sold campaigns on more than 17,000 websites in more than 200 vertical ad networks built on Adify's vertical ad network platform. This quarter's report represents all brand campaigns that have been served by Adify's IAB ad measurement audited and certified technology since January 1, 2009. Among these websites, 69 percent are based in the United States. Adify's Ad Server is audited by IMServices and certified compliant with IAB Ad Measurement Guidelines.