• ClickZ, Wednesday, January 12, 2011 11:11 PM

Cox Cross Media, the digital sales arm of Cox Reps, has combined with Adify to create Cox Digital Solutions. The combo is both business reorganization and a merger of technologies. Cox Reps, a TV spot sales organization, created Cox Cross Media in 2007 to broker inventory for its local TV station Web sites, installing radio veteran Steve Shaw as senior vice president. Shaw is now president of Cox Digital Solutions.

Founded in 2006, Adify began life as an ad management provider that could fill the gap between large, opaque ad networks and direct ad sales. Early customers were niche sites and blogs, served by Adify-created vertical networks. It grew to serve major players like Forbes and Warner Bros. Cox TMI, a division of Cox Enterprises, bought Adify in 2008.

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