Adify's Russ Fradin maintains vertical networks have been "accurately hyped." The gap between hype and value is much greater on social media and vertical networks, which have relatively modest goals,
he adds. Adify itself hasn't lacked for aggressive PR efforts over the last two years. On the other hand, social properties like Facebook, Twitter and MySpace have generated so much interest in the ad
community they haven't had to push for publicity as hard.
