May 25, 2010 16:25 ET

UPDATE: Adify Streamlines Video Advertising for 200+ Vertical Ad Networks and 18,000+ Publishers With New VAST 2.0 Implementation

Adify Boosts Industry Capacity to Serve Video Ads, Enhancing Reach, Metrics and Digital Video ROI for Brand Advertisers

SAN BRUNO, CA--(Marketwire - May 25, 2010) -  Adify, the premier vertical ad network management and media services company, today announced its adoption of the Interactive Advertising Bureau's (IAB) VAST 2.0 standard for digital video ad serving, instantly making 200+ vertical ad networks and more than 18,000 publishers interoperable with VAST 2.0 compliant CMSs, video players, plug-ins and inventory sources including: Ooyala, AdoTube, Freewheel, Auditude, LiveRail, Delve,, Open Video Ads (powers advertising for FlowPlayer and JW Player), Magnify, Grab Networks and ClipSyndicate. Adify is also proactively working with other industry leaders such as Brightcove, Kaltura and YuMe to ensure compatibility as they deploy their own support of the new standard.

Adify's implementation has been broadly tested and the results clearly demonstrate the efficiencies that VAST 2.0 brings to the video ecosystem and the ease with which it can enable brands to reach and engage consumers with a variety of video advertising formats. Adify's comprehensive support for the new standard combined with its new, video-optimized trafficking workflow and analytics enhancements help to ensure the smoothest, most profitable and most measurable video ad serving process possible.

"Complete industry adoption of compatibility standards is crucial to streamlining the video serving process, so it's extremely important that our hundreds of networks and partners are able to immediately comply with VAST 2.0 standards," said Joelle Kaufman, Senior Vice President, Worldwide Marketing, Adify. "Because digital video is a major component of any forward-thinking ad campaign, we want to ensure that our customers and their partners generate the most ROI, consumer engagement and best brand experience possible."

"Standards like VAST 2.0 give advertisers and publishers uniform ways of creating, trafficking and tracking campaigns across properties," said Chris Johnston, director of technology partnerships at Brightcove. "Brightcove is committed to making sure our customers can reap the full benefits of this emerging standard, and we'll continue to work with partners like Adify to ensure interoperability in video advertising reaches the highest compliance rates possible."

VAST 2.0 standardizes how video players and third-party digital video ad servers communicate, enabling publishers to easily plug into multiple ad servers and networks, eliminating the need for time-consuming and complex custom-development for each integration. It also improves support for:

  • Delivery tracking of individual ad creatives
  • Sequencing of multi-part creatives
  • Coordinating delivery between multiple video ad servers
  • A broader range of video ad products including interactive "non-video" ads

Going forward, Adify will continue to collaborate with the IAB to define standards that will be critical for marketers, publishers and advertisers to effectively reach and engage larger target audiences through the ever-evolving medium of digital advertising.

About Adify
Adify Corporation ( is the premier 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.