October 17, 2007 10:00 ET

Shelter Media Launches First Home & Garden Advertising Network

Adify-Powered Vertical Ad Network Reaches Homeowners, Designers and Contractors for Highly Targeted Advertising Campaigns

NEW YORK, NY--(Marketwire - October 17, 2007) - Shelter Media today announced the launch of its premiere home and garden vertical advertising network built to deliver premium advertising to consumers and home improvement and design professionals imminently looking to make significant investments for the house and home. Through Shelter Media, advertisers have access to home improvement, home décor and real estate information, buying guides, product reviews and blogs, as well as e-commerce and comparison shopping Web sites. The Shelter Media vertical ad network currently reaches 1.3 million "do-it-for-me" and "do-it-yourself" audiences across 33 Web properties, including HomeClick, BuildersSquare and

Shelter Media is powered by Adify's Build Your Own Network (BYON) platform. For Shelter Media, Adify provides the backend infrastructure to create, manage and commercialize vertical advertising solutions. This infrastructure is capable of delivering content sponsorships, video, image and rich media advertising. Additionally, Adify provides the key network management services required to execute successful advertising campaigns, including ad management, tracking, reporting, billing, payment and technical support functions.

Internet retail and media executive Michael Golden, most recently the CEO of Home Décor Products, Inc., the leading pure-play online home and garden retailer, is co-founder and CEO of Shelter Media. Previously, Golden was the co-founder and former COO of GSI Commerce, founder of Organic Media and former EVP of Organic, Inc. Shelter Media is backed by leading investors including 3i, Comcast Interactive Capital and The Associated Group.

"By working closely with our Web publisher and content partners, Shelter Media aggregates an engaged audience of home and garden enthusiasts and professionals, providing one-stop-shopping for advertisers looking to target these folks," says Shelter Media's Golden. "Furthermore, our expertise within the home and garden category provides advertising clients the ability to create high impact campaigns across trusted brands, delivering superior reach, frequency and results."

Leveraging technology provided by Adify, Shelter Media is able to provide advertisers full transparency for all ad campaigns, across all of its Web properties. This gives advertisers confidence that their brands appear in front of the appropriate customers in a relevant, trusted environment. Shelter Media also benefits publisher partners by providing an ad serving engine, dedicated technical support, relevant brand advertisements to enrich their Web site visitors' experience, and a dedicated sales team that works in partnership with each site's existing advertising sales efforts and drives incremental income.

"Niche communities are gaining popularity and influence on the Web. Advertisers need a way to target these communities with premium, branded advertising," says Russ Fradin, CEO at Adify. "Vertical ad networks, like Shelter Media, are more effective than existing remnant, behavioral or contextual solutions for reaching and engaging niche audiences and their thought leaders."

About Shelter Media

Shelter Media is a U.S.-based home and garden advertising network consisting of 33 high quality, well-known home improvement, home décor and real estate websites, blogs, commerce, and comparison shopping websites, reaching over 1.3 million unique visitors monthly. Our partner publishers cater to "do-it-yourself" and "do-it-for me consumers," as well as architects, builders, contractors and other trade professionals in search of projects, products, buying guides, video demos, consumer and professional reviews, homes for sale, home improvement services, and business leads. Shelter Media aggregates an engaged audience, providing advertisers with one-stop-shopping for targeting home and garden enthusiasts, business professionals and shoppers in a buying mindset at the point of sale. Our publisher partner Websites feature over 100 how-to tutorials and buying guides across 24 categories, 400 video demos and 2 million products from 800 world class home product manufacturers. There are also blogs on subjects from pool care to renovating a historic barn, as well as customer professional product reviews and forums, and more. For a complete listing of Shelter Media partner websites, visit

Investors in Shelter Media include leading private equity and venture capital firm 3i, Comcast Interactive Capital, The Associated Group and Shelter Media CEO, Michael Golden.

About Adify

Adify Corporation makes it easy for online publishers to build expert vertical advertising networks and create niche online communities for their advertising partners to target. Adify offers marketers the reach of a branded advertising network with the control of a one-stop, direct buy. The company delivers a unique mix of technology, expertise and key business services that expedite time to market for new, brand-driven, expert vertical advertising networks. Entrepreneurs and global media partners such as Comcast Corp., The Guardian, HotChalk, Houseblogs, NBC Universal, Shelter Media, Time Warner, The Washington Post Co. and Yardbarker are using Adify's solutions to extend their brands, increase their reach and grow their revenue. Adify was founded by the team that created Flycast Communications -- the first successful direct-response online advertising solution -- and 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.

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