Cox Enterprises, a media company with broad holdings in newspapers, radio and television, said Tuesday that it would pay $300 million in cash for the advertising technology company Adify. The move would put Cox in competition with companies like Google that have built up big online advertising franchises.
Adify, founded in 2005, helps Internet publishers build vertical advertising networks. These are groupings of sites about specific content, like travel or business, where advertisers can buy space on all the sites simultaneously.
The acquisition will help Cox build vertical networks around its existing properties, said John Dyer, executive vice president for finance at Cox. For instance, the company could build a network for travel-related advertising around the Travel Channel's Web site.
But the major appeal of Adify is that it helps other publishers build their own ad networks under their own brand names. “Vertical online ad networks are going to be a very important growth area," said David Hallerman, senior analyst for eMarketer, a research firm.
Adify, founded in 2005, helps Internet publishers build vertical advertising networks. These are groupings of sites about specific content, like travel or business, where advertisers can buy space on all the sites simultaneously.
The acquisition will help Cox build vertical networks around its existing properties, said John Dyer, executive vice president for finance at Cox. For instance, the company could build a network for travel-related advertising around the Travel Channel's Web site.
But the major appeal of Adify is that it helps other publishers build their own ad networks under their own brand names. “Vertical online ad networks are going to be a very important growth area," said David Hallerman, senior analyst for eMarketer, a research firm.
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