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Northwestern Report on Ad Networks: 50 Cents or 50 bucks?A new report on ad networks by the Media Management Center at Northwestern University opens its discussion with a thought-provoking statement: Autotrader.com launches Autotrader.com AccessToday Autotrader.com announced Autotrader.com Access, a new vertical ad network powered by Adify which enables advertisers to target prospective car buyers both on automotive, and other related content sites. Read more from Mediapost and ADOTAS. The Financial Times announces Adify dealThe Financial Times today announced a deal with Adify to launch a new partner site intiative aimed at increasing targeted inventory. Read more here. Golf Audience Network launches promoting The MastersCongratulations to Golf Audience Network on their launch! To find out more about the network, check out their website. New Insights into the Agency MindWith his recent research report What Agencies Want from Online Media, Mark Mulligan of Forrester Research reveals several insights into the minds of advertising agency managers. Inventory Forecasting and Walking the Other WayWhen you run an ad network composed of many sites, should you approach your estimates of future available inventory in the same way as you would for a single site that you own and operate? Gourmet Ad’s Benjamin Christie shares tips on ADOTASWant to fire up your BBQ campaign? Benjamin Christie explains the benefits of roadblocks around the Memorial Day season. Check out the feature here Adify in AustraliaNews of Adify bringing its fantastic model and market leading platform to Australia has been greeted openly and with great interest. There has also been great consistency in the questions I’ve been asked so far; Who are Adify, what exactly are vertical networks and is it all relevant in the Australian market? Portals Trending Downward in Razorfish Annual ReportRazorfish's annual digital outlook report went out this week, and it reveals a notable shift of budgets away from portals to alternative sources for reaching niche target audiences at scale, specifically vertical ad networks. According to the report, portals claimed only a 16% share of Razorfish clients' ad budgets in 2008 (down from 19% in 2009), compared to a 37% share for networks. Meanwhile, as the report notes, "...advertiser concern Adify's Kaufman Dishes on Displacement of Networks"Will ad exchanges eventually displace ad networks?" A recent Adotas article covers a discussion of that question with Joelle Gropper Kaufman, SVP Marketing & Corporate Partnerships at Adify. The takeaway: exchanges may very well displace undifferentiated horizontal networks in the future. But media buyers aren't dumb: they'll continue to see how exchanges aren't a viable substitute for vertical networks that add value with their brand and their expert content curation. |
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