Adify Updates Its Ad Network Platform

Written by Ryan Lawler

Wednesday, March 11. 2009 at 04:15 PM EDT Post a comment

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Adify Corp. released the latest version of its ad network platform today, giving advertisers and publishers more granular audience engagement reporting tools, as well as an updated dashboard and improved ad management capabilities for publishers.

The new version of the company's platform for building and managing online ad networks, Adify 4.0, gives detailed reporting and measurement tools that go well beyond just counting clicks as the best measurement of an ad's effectiveness.

With the new platform, advertisers and publishers gain access to post-impression tracking tools, meaning that they can see what users did on the advertiser site after clicking through from the publisher's page. The platform allows network builders to specify up to four conversion points to track, and up to eight attributes of the events to track.

"The click is a highly imperfect measure of anything," says Joelle Kaufman, Adify's vice president of marketing. "What we've done with our latest technology is we've given the ability to offer advertisers not just one point of post-impression traffic, but four pieces."

The new platform also gives advertisers the ability to improve the reach of certain ad campaigns with better "share of network" distribution. This allows advertisers to reach all the Websites in a network, rather than having the bulk of their ads show up on the most highly trafficked sites.

"When you buy on an ad network, you're trying to reach all the niche sites with great audiences. This makes sure that your campaign gets out to the entire network, and is not consumed by just the huge sites," Kaufman says.

For publishers, the 4.0 platform includes an updated, easier-to-use dashboard with enhanced reporting options and more control over pricing options. The new platform also includes an auto-optimization option for publishers that will automatically choose the best ad to serve.