Reuters and Adify Form Online Advertising Partnership
London – Reuters, the global information company, today announced a new partnership with the Adify Corporation, a leading technology and media company focused on vertical online advertising, to create dedicated networks on reuters.co.uk and other Reuters sites in Europe, the Middle East and Africa.
Reuters will use Adify’s network-building technology to focus on key content areas such as personal finance, automotive, football and a newsblog service. These networks, to be launched in February 2008, will comprise small to medium size publishers offering high quality content that can be aggregated to build scalable and targeted opportunities for advertisers.
Unlike large advertising networks that aggregate and sell remnant publisher inventory, the vertical advertising networks created on Adify will enable Reuters to focus on packaging and selling high-value brand advertising programmes, extend its community activities, and help drive the business’ commercial digital strategy across the UK, Europe, Middle East and Africa.
Tim Faircliff, General Manager for Consumer Media, UK & EMEA at Reuters, said: “Increased fragmentation across the web presents a major commercial opportunity for Reuters. Our relationship with Adify is a key milestone in taking advantage of the changes which are currently occurring in the digital space, and provides Reuters with the expertise and platform to build vertical networks in these influential areas that will benefit both advertisers and publishers. “
Robert Proctor, Head of EMEA at Adify, said: “Publishers are becoming more and more aware of the need to embrace niche content partners and building complementary networks as a means of extending the value that they offer to advertisers.
“Adify provides the technology and expertise for brand marketers to reach large and elusive online audiences that are associated with high value, trusted brands – while enabling those brands to leverage their editorial expertise and sales resources. I am delighted to welcome Reuters into the Adify family and look forward to helping them to create market-leading networks that will not only further Reuter’s digital strategy but allow small to medium publishers to be associated with such a world class online brand”.
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Reuters (www.reuters.com), the global information company, provides indispensable information tailored for professionals in the financial services, media and corporate markets. Through reuters.com and other digital properties, Reuters now also supplies its trusted content direct to individuals. Reuters drives decision making across the globe based on a reputation for speed, accuracy and independence. Reuters has 17,500 staff in 94 countries, including 2,400 editorial staff in 196 bureaux serving 131 countries. In 2006, Reuters revenues were £2.6 billion.
Adify is changing the rules of Web advertising by creating brand networks anchored by leading media companies and entrepreneurs that help brand advertisers unlock value from hard to reach audiences. Adify’s Build Your Own Network (BYON) technology capitalizes on the increasing fragmentation of the Internet, offering marketers the reach of a branded advertising network with the quality of a premier property buy. Through a unique mix of technology, expertise and key business services, Adify customers can rapidly define, assemble, merchandize and manage highly-targeted ad networks with little or no upfront cost. Entrepreneurs and global media partners such as Comcast Corp., The Guardian, HotChalk, Houseblogs, NBC Universal, Time Warner, The Washington Post Co. and Yardbarker use Adify’s solutions to extend their brands, increase their reach and grow their revenue.
Adify was founded by the team that created Flycast Communications -- the first successful direct-response online advertising solution -- and is backed by blue-chip venture firms Venrock Associates and U.S. Venture Partners, as well as GE Commercial Finance, NBC Universal, Inc., and Time Warner Investments. Adify’s success since launching in late 2006 has led to its position hosting the largest portfolio of high quality vertical ad networks for advertisers and publishers seeking higher revenue for content. Adify’s BYON technology provides advertisers and entrepreneurs an easy way to reach into the “Long Tail” of the market. For more information, please visit www.adify.com
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