The Guardian partners Adify for UK launch

by Isabella Piasecka, Media Week 18-Jul-07, 12:00

LONDON - US online advertising network Adify Corporation is set to launch in the UK with The Guardian as its first UK partner.

Adify will offer advertisers a network of small to medium-sized publishers offering high-quality content and the chance to develop targeted advertising and sponsorship campaigns.

The Guardian will introduce a number of vertical ad networks in key content areas such as travel and the environment. It joins Adify's existing global partners, including Time Warner, The Washington Post Company, Reed Business Information, NBC Universal, MediaNews Group, RP Online, and Comcast Corporation.

Adify's chief executive Russ Fradin said the network will provide the reach of a branded advertising network with the control & safety of a direct buy.

According to Collective Media's 2007 Ad Network Study, 66% of advertisers plan to increase their usage of ad networks in 2007, whilst 57% of respondents identified the way an ad network targets audiences as the primary differentiating factor between networks.