Welcome to the world of premium ad networks
There’s been a lot of buzz this week about the proliferation of ad networks with reporters and pundits asking the question – why are there so many networks and doesn’t this seem like the bubble du jour? There certainly are a great number of ad networks and many of them are seemingly undifferentiated performance networks. But what’s been announced recently represent a different type of network – the premium ad network integrated with and anchored by high quality online destinations.
Martha’s Circle, for example, is a community of quality decorating, living and lifestyle websites who create content that meets the stringent editorial standards of Martha Stewart. The Martha Stewart Advertising team offers that extended community of sites in conjunction with programs that leverage MarthaStewart.com. The sites invited and accepted to join Martha’s Circle highlight their participation in this exclusive community and often can both feature content from Martha Stewart and have their content featured on MarthaStewart.com and throughout Martha’s Circle. Martha’s Circle is built and run on Adify.
MomLogic Network, a new Warner Brothers Television Venture, designed their destination site to feature content from the best online “For Moms by Moms” content creators. The Editor-in-Chief of MomLogic, Sabrina Weill, sets the standard for sites to be accepted into the MomLogic community – ensuring a consistent editorial tone, high quality and passionate audiences. The MomLogic Network is built and run on Adify.
For Advertisers, networks such as these offer a different and complimentary value proposition to the large performance networks – Advertising.com, ValueClick, Tacoda and even Google. Premium vertical ad networks offer reach into passionate audiences congregating on high quality sites. Premium vertical ad networks are editorial selected and this selection process ensures quality and shared audience passion. Advertising on these sites is vetted carefully as well – by the Network Builder and by the site publisher. Accepted campaigns have the implicit acceptance by thought leaders, brand champions and opinion makers in key audience segments.
Adify’s premium ad network management platform is expediting the creation of these valuable communities – making it easier for advertisers to reach their most passionate and influential audiences while enabling new and emerging media companies to build compelling assets. There are over 65 premium vertical ad networks already launched on Adify – using our technology to manage their publishers, serve, target and optimize their ads, report on their performance and compensate their partners.