Subscribe to RSS feed
           
 
Adify launches

Om Makik has the scoop on the launch of Adify, a new sell-side advertising platform which aims to create networks - or verticals or channels, take your pick - and give publishers (like bloggers) more control over the ads on their sites.

The sell-side space is heating up, with established players like John Battelle's FM Publishing, 9Rules and coming beta of FeedBurner's Networks. (More on FeedBurner in my next post.)

The two founders, Larry Braitman and Richard Thompson, are no strangers to the ad-network business, having built Flycast Communications in the mid-90s. They have a new blog.
The Flycast duo have developed an online advertising platform that puts publishers in charge, giving them tighter control over their ad-inventory. Typical online advertising network is essentially a way to monetize publishers’ unsold ad space. The advertisers and publishers have very little control. Hence, the need for Adify.

The company, which is expected to launch on Monday has also raised $8 million in Series A funding led by leading venture capital firm Venrock Associates.

In order to get traction with some of the smaller publishers, the company has come up with highly vertical advertising networks, that match advertisers and publishers more effectively.
Om likes the idea of connecting niche communities to potential advertisers, but he wonders if enough advertisers will use the network to make it worthwhile. He writes, "That is the make or break issue, not only for Adify, but anyone with online advertising ambitions."

He's right.

It will be interesting to see which major brands or large agencies decide to trial the service. Smart planners and strategists could do worse than to test it out.

Technorati Tags: , , , ,

Monday, August 07, 2006   permalink to archived copy   del.icio.us   DiggIt  

  Comments:

Post a Comment


 
Email: george (at) i-boy.com
Profiles: LinkedIn and Facebook
Subscribe:
Postcards by email


Powered by FeedBlitz
Rewind: In case
you missed it
Now showing on
crossprocess.com
Vienna: Old-school charm meets new-school photography.
Strong voices in
the blogosphere
Blogroll Me!
Parlez-vous Deutsch?
In Heavy Rotation

 
i-boy.com web





Previously


Archive
12/01/2001 - 01/01/2002
01/01/2002 - 02/01/2002
02/01/2002 - 03/01/2002
03/01/2002 - 04/01/2002
04/01/2002 - 05/01/2002
05/01/2002 - 06/01/2002
06/01/2002 - 07/01/2002
07/01/2002 - 08/01/2002
08/01/2002 - 09/01/2002
09/01/2002 - 10/01/2002
10/01/2002 - 11/01/2002
11/01/2002 - 12/01/2002
12/01/2002 - 01/01/2003
01/01/2003 - 02/01/2003
02/01/2003 - 03/01/2003
03/01/2003 - 04/01/2003
04/01/2003 - 05/01/2003
05/01/2003 - 06/01/2003
06/01/2003 - 07/01/2003
07/01/2003 - 08/01/2003
08/01/2003 - 09/01/2003
09/01/2003 - 10/01/2003
10/01/2003 - 11/01/2003
11/01/2003 - 12/01/2003
12/01/2003 - 01/01/2004
01/01/2004 - 02/01/2004
02/01/2004 - 03/01/2004
03/01/2004 - 04/01/2004
04/01/2004 - 05/01/2004
05/01/2004 - 06/01/2004
06/01/2004 - 07/01/2004
07/01/2004 - 08/01/2004
08/01/2004 - 09/01/2004
09/01/2004 - 10/01/2004
10/01/2004 - 11/01/2004
11/01/2004 - 12/01/2004
12/01/2004 - 01/01/2005
01/01/2005 - 02/01/2005
02/01/2005 - 03/01/2005
03/01/2005 - 04/01/2005
04/01/2005 - 05/01/2005
05/01/2005 - 06/01/2005
06/01/2005 - 07/01/2005
07/01/2005 - 08/01/2005
08/01/2005 - 09/01/2005
09/01/2005 - 10/01/2005
10/01/2005 - 11/01/2005
11/01/2005 - 12/01/2005
12/01/2005 - 01/01/2006
01/01/2006 - 02/01/2006
02/01/2006 - 03/01/2006
03/01/2006 - 04/01/2006
04/01/2006 - 05/01/2006
05/01/2006 - 06/01/2006
06/01/2006 - 07/01/2006
07/01/2006 - 08/01/2006
08/01/2006 - 09/01/2006
09/01/2006 - 10/01/2006
10/01/2006 - 11/01/2006
11/01/2006 - 12/01/2006
12/01/2006 - 01/01/2007
01/01/2007 - 02/01/2007
02/01/2007 - 03/01/2007
03/01/2007 - 04/01/2007
04/01/2007 - 05/01/2007
05/01/2007 - 06/01/2007
06/01/2007 - 07/01/2007
07/01/2007 - 08/01/2007
08/01/2007 - 09/01/2007
09/01/2007 - 10/01/2007
10/01/2007 - 11/01/2007
11/01/2007 - 12/01/2007
12/01/2007 - 01/01/2008
01/01/2008 - 02/01/2008
02/01/2008 - 03/01/2008
03/01/2008 - 04/01/2008
04/01/2008 - 05/01/2008
05/01/2008 - 06/01/2008
06/01/2008 - 07/01/2008
07/01/2008 - 08/01/2008
08/01/2008 - 09/01/2008
09/01/2008 - 10/01/2008
10/01/2008 - 11/01/2008
11/01/2008 - 12/01/2008
12/01/2008 - 01/01/2009
01/01/2009 - 02/01/2009
02/01/2009 - 03/01/2009
03/01/2009 - 04/01/2009
04/01/2009 - 05/01/2009
05/01/2009 - 06/01/2009
06/01/2009 - 07/01/2009
07/01/2009 - 08/01/2009
08/01/2009 - 09/01/2009
09/01/2009 - 10/01/2009


Author.ity
 
             
             
  © 2001-2007 George Nimeh & i-boy.com. All rights reserved. This site is licensed under a Creative Commons License. You may not use or distribute the materials on this site without the expressed consent of the author. Design by i-boy.com. Blog powered by Blogger. Atom enabled. Profiles: Technorati. LastFM. Common Content. LinkedIn. Newsvine. Ryze. Facebook.