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Cox Digital Solutions

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Cox Digital Solutions
Formerly
Adify
Wholly owned subsidiary of Cox Enterprises
ISIN🆔
IndustryInternet, media, Technology, Online advertising
Founded 📆2005
Founder 👔Larry Braitman, Richard Thompson and Russ Fradin
Headquarters 🏙️,
Area served 🗺️
Members
Number of employees
🌐 Website[Lua error in Module:WikidataIB at line 665: attempt to index field 'wikibase' (a nil value). ] 
📇 Address
📞 telephone

Adify was an online advertising network. In 2008, Adify was sold to Cox Enterprises for $300 million.[1] In 2011, Cox Media Group merged Adify with Cox Cross Media to form Cox Digital Solutions.[2]

History[edit]

In the summer of 2005, Larry Braitman, Richard Thompson and Russ Fradin co-founded Adify.[3] Adify's founders worked together at Flycast, the first online advertising network.[4] The first round of venture funding was led by Venrock, announced on August 4, 2006.[5] Shortly thereafter, they launched Adify’s first product, Adify Network Builder.

In 2007, NBC's venture investment fund, Peacock Equity, announced that they were launching a $250 million equity fund to invest in media and technology companies, and that the first $3 million would be invested in Adify.[6]

In April 2008, Adify closed a deal to be acquired for $300 million by a wholly owned subsidiary of Cox Enterprises.[7] On January 11, 2011, Adify merged with another Cox company, Cox Cross Media, to form a new company called Cox Digital Solutions.

Products and services[edit]

Adify’s first product, Adify Network Builder, helped customers to build and commercialize networks of websites. Adify Network Builder was a platform for media companies to aggregate and manage websites that shared similar content and audiences.[4] The resulting ad networks are known as vertical ad networks.

Adify Media sold inventory across networks that were run on the Adify Network Builder platform. Adify Media reached approximately 12,000 websites across 180 vertical ad networks, representing approximately 73 MM unique U.S. visitors. Adify publishers tended to be mid-sized, which have five figure monthly visitor counts.[8] Advertisers that ran campaigns through Adify Media included Best Western Hotels, Eukanuba, Febreze, Hewlett-Packard, Microsoft, and Betty Crocker.[9]

In May 2009, Adify launched the Adify Amplified Partner program to share its APIs and allow third parties to develop applications for the vertical ad network managers who use Adify Network Builder. After Adify released its APIs, a number of advertising technology companies began to develop applications for the Network Builder platform, including Aggregate Knowledge, Ooyala, Rovion, and Wave2 Media Solutions.[10]

Adify was criticized for their decision to limit publishers to only joining one network per publisher account. Critics have brought up that Adify's appeal to publishers was the ability to manage multiple network memberships with one account, but as of August 2009 this was no longer possible.[11]

References[edit]

  1. Ali, Rafat (April 29, 2008). "Online Ad Network Adify Sold To Cox For $300 Million Plus Earnout". Washington Post. Retrieved 18 September 2016.
  2. Elliott, Stuart (January 11, 2011). "Cox Merges Adify and Cross-Media Units". New York Times. Retrieved 18 September 2016.
  3. Carlson, Nicholas (February 17, 2011). "Guys Who Sold Adify For $300 Million Get Big Funding For New Startup". Business Insider. Retrieved 18 September 2016.
  4. 4.0 4.1 Mitra, Sramana (2008). Entrepreneur Journeys. Sramana Mitra. p. 88. ISBN 9781439206874. |access-date= requires |url= (help) Search this book on Amazon.com Logo.png
  5. Marshall, Matt. "Silicon Valley ad veterans launch start-up, Adify; raise $8million". San Jose Mercury News. Retrieved 5 May 2015.
  6. Thomasch, Paul (April 16, 2007). "GE launches $250 million media fund". reuters.com. Reuters. Retrieved May 25, 2009.
  7. Schonfeld, Eric (April 28, 2008). "Ad Platform Adify Sold To Cox Enterprises For $300 Million". TechCrunch. Retrieved 18 September 2016.
  8. Mindlin, Alex (August 23, 2009). "An Uptick for Real Estate Ads Online". nytimes.com. New York Times. Retrieved October 1, 2009.
  9. Walsh, Mark (April 27, 2009). "Adify Offers Horizontal Buys Across Vertical Networks". mediapost.com. MediaPost News. Retrieved May 29, 2009.
  10. Rao, Leena (May 26, 2009). "Adify Opens Up API To Expand Technology For Ad Networks". techcrunch.com. TechCrunch. Archived from the original on 28 May 2009. Retrieved May 29, 2009.
  11. Blair, Everton (June 8, 2009). "Adify Ad Networks Commits Online Suicide". connectedinternet.co.uk. Connected Internet. Retrieved October 1, 2009.

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