Adify and Ad Servers
What’s the difference between Adify and an ad server? Adify offers a world-class ad server AND Adify has layered significant network management, advertising optimization and payments technology into our ad server. The difference is that without Adify, network builders would have to create or integrate those technologies to build, manage, and maximize a vertical ad network.
Initially, setting up a vertical ad network seems easy -- sign up a few publishers, get some advertisers, traffic some ads, and you’re off and running. But, like most things in the online advertising world, the reality is not quite that simple. The problems crop up from selling advertising on sites you do not control and ensuring advertisers and publishers each have control over their destiny.
First, take the challenge of signing up publishers. Some networks start with "owned and operated" sites, which the network controls completely. However, the benefit of an expert vertical ad network is delivering advertising to the sites where the audience actually is– not just on the properties you control.
Consider the complexity of your relationship with these independent publishers that you are now inviting to your network. What types of sites will you accept into your network? How will you review them? Adify has an interface that allows you to do just this. What content standards must they adhere to? Adify enables you to publish the requirements for your network. Who will review their content to ensure it’s compliant with your standards, and how often will that happen? How will you split your advertising revenues with the sites and ensure they’re paid on a timely basis -- even if your advertisers don’t pay their bills on time? Adify calculates all the payments and is an outsourced payments processor.
Next, consider selling advertising. In a world with "promiscuous" sites that sample every ad network out there, what will keep the sites sticky to your network while you’re busy launching it? Adify Media sells advertising across all networks powered by Adify who want it. What ads will run while you’re waiting for your sales team to bring in some campaigns? Adify Media, again. How will you promote the sites in your network? An Adify Network Storefront Widget on your homepage can do this. How will you publicize your network and attract new publishers and advertisers. Adify’s Featured Networks (link) and Adify marketing services can help.
Finally, as you entice advertisers to buy on your network, you will need to traffic their ads onto the sites in your network. How do you distribute and optimize a campaign across an arbitrary collection of sites that might change over time and which may have different commission structures and contractual agreements with your network? Adify has an interface just for that – you can use it, or you can have Adify do the trafficking for you. As your network evolves, how much inventory will be available for the new campaigns as you bring them on? Adify provides analysis for inventory planning and management. Will you be able to traffic and optimize Flash, Pointroll, and other innovative formats that advertisers demand these days? Adify does.
Adify focuses solely on enabling successful expert vertical ad networks, so we have faced all these challenges time and time again, and we are continuously refining our processes and product to help network operators leap over these startup hurdles and focus on the business and marketing challenges of scaling their networks. In particular, in our product management team, we are hard at work at improving our tools to enable network operators around the globe define a new ad network, add sites to it, and traffic complicated insertion orders in minutes.
Adify has a world-class ad server and considerable network building technology on top of it. Adify’s platform infrastructure and integrated services allow literally anyone with a vision for building and managing an ad network to do so from their desktops, empowering experts at small and large companies alike. Our team has successfully launched 35+ networks to date and through that we’ve collected the hard-won experience to deliver the products and services that enable you to extract the greatest value from bringing together advertisers and their desired audience through an expert vertical ad network.
Comments (1)
Just heard one of your execs on an iTunes podcast, and enjoyed the interview.
Advertising agencies would do well to avail themselves of a service such as yours. Many, if not most, are simply not very web savvy, plus the work to make a network buy wouldn't be cost-effective finding and contacting each site publisher individually.
Good luck with your business model. I think it is a winner.
Regards,
Keith Klein
Owner, OnYourMark, LLC