Advertisers seeking to target homeowners, interior designers and contractors have a new ad network to focus on, as New York-based Shelter Media has tapped Adify and its Build Your Own Network (BYON)
platform to monetize traffic across its 33 Web properties.
It's the latest niche ad network to jump into the bloated (albeit consolidated) online ad trading space--as marketers
continue to push for more transparent ways to reach consumers in the long tail.
Shelter Media's network of sites like HomeClick, BuildersSquare and Easy2IY.com reportedly reaches over a million
consumers and professionals focused on home and garden projects--and using San Bruno-based Adify's BYON platform, the company now gives marketers the option of targeting them with text, rich media and
video ads, as well as sponsored content.
Adify provides the infrastructure behind the network, from ad creation and management to tracking and analytics, as well as payment and tech support
functions. Meanwhile, Shelter Media's dedicated sales team works with network publishers to advance their individual sales efforts.
Together, the two companies aim to help said publishers drive
incremental revenue, while offering advertisers cross-property campaign transparency.
According to Michael Golden, Shelter Media's co-founder and CEO, it's the company's "expertise within the
home and garden category" that will deliver "superior reach, frequency and results" to home improvement and appliances brands like The Home Depot and LG Electronics, which already advertise on sites
in the network.
"Niche communities are gaining popularity and influence on the Web. Advertisers need a way to target these communities with premium, branded advertising," says Russ Fradin, CEO at
Adify. "Vertical ad networks, like Shelter Media, are more effective than existing remnant, behavioral or contextual solutions for reaching and engaging niche audiences and their thought leaders."
Adify currently also powers over 35 vertical ad networks from large media companies like Comcast, Washingtonpost.Newsweek Interactive, and NBC Universal's iVillage--with categories such as travel,
weather, sports, health, parenting and kids and the environment.