• November 18, 2008

Adify has added video to its platform, which allows publishers to build their own vertical ad networks. With Adify Video, users can syndicate video along with advertising across sites within a given network.

The video capability is included in the latest version of Adify's system, which powers more than 140 premium ad networks including those run by Forbes, Martha Stewart Living Omnimedia and Politico.

Break Media, DriverTV and the Travel Channel are the first to adopt Adify's video offering for their ad networks. "One of the things we'll be able to do is preserve value in our revenue stream while at the same time enhancing the video experience," said Katharine English, vice president of digital revenue strategy for the Travel Channel. The cable network is launching FlightDeck, an ad network for small-to-midsize travel sites, using the Adify platform.

Joelle Kaufman, vice president for marketing and media operations at Adify, said that 30% to 40% of its clients were looking seriously at adding the new video service that can be integrated with any media player and run a range of ad units including pre-, mid- and post-rolls or overlay ads.

It also provides automatic billing and payment as well as campaign reporting according to selected metrics. Kaufman said the video system was designed as "an answer to a desire for flexibility" among publishers.--Mark Walsh