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Defying Google: Adify CEO, Russ Fradin (Part 8)

Posted on Wednesday, May 9th 2007

SM: You are then providing the ad network infrastructure to these aggregators? RF. Yes, we are a technology and services platform that allows any network operator to build and maintain their own highly targeted ad network.

If we had existed back in 2004 our pitch to FM would have been that instead of spending millions of dollars hiring engineers, building server farms, your own payment, collections, client management software, sales management software, which is not really your specialty, just let Adify run the backend of your operations for you, and you just focus on what you are good at which is publisher recruitment, marketing and ad vertising sales for high quality business bloggers. That is who we are.

SM: Does FM Publishing use your platform or something similar? RF: We were started many months after FM publishing, so they do not run on our platform, but we are the type of company that would do that for them.

We believe that traditional media companies like NBC, the Washington Post, and Comcast will want to build more vertical networks to have more relevant inventory in their arena.

We believe that the number of entrepreneurs who build various targeted verticals will increase.

We knew that international markets would be very important, so from day one we have been a global platform. Today we are available in five languages and four currencies; half of our business is outside of the US. A very fast growing part of our business is outside of the US because they have the same media fragmentation problems and the need for a middle man between high quality websites and advertisers who want to reach a high quality demographic in their category. Those are needs which are growing, not shrinking.

[to be continued]

[Part 1]
[Part 2]
[Part 3]
[Part 4]
[Part 5]
[Part 6]
[Part 7]
[Part 8]
[Part 9]
[Part 10]
[Part 11]
[Part 12]
[Part 13]
[Part 14]
[Part 15]
[Part 16]