A recent article on Ad Age speaks to the value of ad networks as the Internet continues to fragment. The author accurately points to the many media companies who once shunned networks, but then have either moved to buy them, or create their own to take advantage of their inherent value: reach, targeting, price.

Reach is the core attribute that Adify Network Builder was built on. We created our business based on the premise that we could help media companies extend their targeted reach by building a vertical network on our platform. So, needless to say, this article resonates with us particularly well.

But one thing that this article does not address is the type of reach. Our network builders have hand-selected sites that were expertly identified by our proprietary site selection methodology to be the most ideal match to reach and engage users on special interest topics. Reach isn’t just reach – it’s all about who you reach and how much time they engage with your ad.

With Adify Network Builder as the anchor, Adify Media has reach into a unique audience on the mid-tail with very little overlap among other networks. Our audience is highly engaged and is transacting more than the audiences of many other large networks. Why reach a user jumping on and off of a portal, when you can reach them on their favorite special interest site where they are spending more time?

Targeting and price are closely tied to reach as it relates to an ad network. If you are working with an ad network with great reach, but can only find your target user for the 5-10 seconds that they are on a search engine, than what good is that? And if you are being charged for targeting to that fly-by-night user even though they are very unlikely to notice your ad – than you are getting the raw end of the deal. Ad networks are very important to the online advertising ecosystem but we should recognize how that ecosystem is changing as users become more savvy. More than just providing reach, targeting, and pricing benefits, there are ad networks, like Adify Media, that take these three key elements to the next level and help you reach, target, and price inventory according to a new set of standards.

Customer Testimonial

"Adify was the only company with the exact combination of services, technology and pricing we needed. Adify understands what it takes to launch a new vertical advertising service and get to market quickly, smoothly and cost-effectively." Robert Kadar
CEO & Founder
Good Health Advertising