IDG Tech Network is moving away from Adify and Doubleclick will be their new ad serving and technology partner. IDG confirm that everything will be moved to Doubleclick between the 12-19th of February and that the transition will be a smooth one.
Adify have not really been making too much improvements since they were acquired back in April of 2008 for $300 million by Cox Enterprises. It is interesting that IDG have moved from Adify to Doubleclick. I know Doubleclick are quite an expensive ad serving solution compared to most on the market today, but this move has happened because Adify are even more expensive. Adify have been charging around 20% or net revenues from networks who have been using their platform. This is extremely high and no wonder they are losing business. IDG has to be one of Adify’s main customers so this is a heavy blow.
Adify is growing into one of the largest advertising technology provides on the web. Adify was recently purchased by Cox enterprises for $300 million back in April. Adify provides a unique white-label advertising network solutions.
Currently Adify has some of the worlds largest media conglomerates using their platform to serve advertising, Forbes, The Guardian, Reuters and more. They have over 20 vertical networks that are using their service.
What does this all mean for the average web publisher? Well web publishers are able to opt in to use the Adify platform, then they can apply to join their vertical networks to sell the advertising. Thus, a publisher could have Forbes, Reuters, Break and IDG, all selling advertising for your site at the same time. Therefore, this normally provides a great eCPM for the publisher and gets them a lot more money than they would get elsewhere.
If you are a web publisher looking for a great advertising solution, make sure you head over and check out Adify, because in times of the US Dollar being quite poor, they will be sure to make you more money than most advertising networks.
