Adify Ad Networks Commits Online Suicide

I try to not make calls or send emails at work in anger, and this is the first time I’ve done this on this site, but the Adify Ad Network that I’m a part of have just made one of the stupidest business decisions I have ever come across, which is surely going to lead to a number of publishers reducing the number of ad impressions they deliver via Adify or who will leave the network completely.

If you haven’t come across Adify before, in addition to selling their own campaigns they provide ad network services to companies like Forbes, Six Apart, Dennis Publishing and The Guardian newspaper allowing them to run their own private ad networks, where they can sell their own campaigns and offer them to publishers who are accepted onto their private networks.  In total, Adify power 180 networks on behalf of other companies.

The beauty of being an Adify Publisher is that you can apply to multiple networks and if accepted, ads from all networks that you are a member of are served via one set of ad tags, and Adify manage the whole process to ensure that the ad from the network with the highest paying ad is always displayed first, ensuring that fill rates and eCPMs are as high as possible.

The mad decision that my Adify representative has just told me about, is that from mid July Adify will no longer allow publishers to manage their network memberships through one dashboard and one set of ad tags.  Now publishers will have to setup a separate account for each network they are a member of i.e. join multiple networks rather than ‘one’.  This will mean that publishers will only be able to show campaigns from one network at a time, rather than from multiple networks at a time:

Dear Valued Publisher:

We would like to inform you of some important changes we are making that will affect the way you use Adify and the networks of which you are a part.

Although these changes potentially affect many customers using the Adify platform, due to your large quantity of sites and network relationships you may need special assistance.

Here’s a very brief summary of the changes we are making that affect you:

Starting in mid-July…

– Adify is moving toward an architecture that maximizes our capacity and scalability.

– In order to achieve this goal, each account may only be associated with a single network.

– Therefore, each ad tag may only run campaigns from one network (plus Adify Media campaigns approved by that network).

– If you would like to continue to have advertising on your site from multiple networks, you will need to use separate accounts. Your primary account, with all of the historical reporting it contains, may be associated with one of your current networks.

I’m currently a member of six Adify networks, so it will be impossible for me to maintain my earnings because I can only queue ads from one network at a time, rather than having a pool of six to choose like I do currently.  I could try and manually manage my six networks by juggling them each day based on what campaigns they have running, but it would be too much work (I have 3 sites that have different types of content, geo profiles etc so I’d have to optimise each site differently) and I’d probably be better off just handing over my banner impressions to one big network.  

Adify just don’t seem to understand that their attractiveness to publishers was from being able to bring together small networks who by themselves can’t sell enough campaigns to attract business.  They claim this change is to allow them to make the service faster and more scalable, but they obviously haven’t consulted with publishers, because they are going to lose a lot of ad impressions as publishers leave the service.  

I really hope that Adify realise that this is a big mistake, otherwise I’m going to have to join the mass exodus away from Adify.  Otherwise Adify’s platform will only get more efficient because it is serving significantly fewer ads.

Are you an Adify publisher?  How is this change going to impact you?

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53 Responses to Adify Ad Networks Commits Online Suicide

  1. Everton June 15, 2009 at 8:01 pm #

    What really annoyed me was they switched me over last week, rather than letting me make as much money for as long as possible. I got them to switch back though.

    You’ll have to do what I’m going to do which is pick your best network and keep an eye on the others, and if they ever have a good campaign weigh up whether it’s worth showing. I also spent this afternoon applying for other networks.

    Whatever happens we will all lose money – you, me, other publishers and Adify.

  2. Avatar of Everton
    Everton June 15, 2009 at 9:01 pm #

    What really annoyed me was they switched me over last week, rather than letting me make as much money for as long as possible. I got them to switch back though.

    You’ll have to do what I’m going to do which is pick your best network and keep an eye on the others, and if they ever have a good campaign weigh up whether it’s worth showing. I also spent this afternoon applying for other networks.

    Whatever happens we will all lose money – you, me, other publishers and Adify.

  3. Amit June 15, 2009 at 8:58 pm #

    I got this email too.

    This is an utterly ridiculous thing to say and do.

    The WHOLE POINT of Adify is to put together multiple ad networks with one ad tag, and serve the joint inventory.

    Otherwise – why even bother with them in the middle. I’m taking my business elsewhere.

    I have to say – Adify are simply retarded. Probably run my some MBA/agency idiot rather than someone who has common sense.

  4. Amit June 15, 2009 at 9:58 pm #

    I got this email too.

    This is an utterly ridiculous thing to say and do.

    The WHOLE POINT of Adify is to put together multiple ad networks with one ad tag, and serve the joint inventory.

    Otherwise – why even bother with them in the middle. I’m taking my business elsewhere.

    I have to say – Adify are simply retarded. Probably run my some MBA/agency idiot rather than someone who has common sense.

  5. Jason Mosley August 25, 2009 at 9:09 pm #

    This messed me up too… now I dont know what network to go with. :(

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    What has been the outcome of this change for most?

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  41. Coolvibeblog December 16, 2010 at 9:37 am #

    This does sound like a bad move on Adify’s part.

    I started with Adify about 2 years ago. Sold the website and just logged into my account to remove that site and add new one.

    First, I noticed customer support has gone to the dogs. Both in response time and professionalism. This is why I Googled for webmaster feedback and found this page. Anyway It took 2 days and 3 emails for them to respond with:
    “I will try to see if we can review your application this week.” (for the new site)

    “I will try to see?” is this kind of response for real???

    Also said:
    “In the future, please reach out to help@adify.com directly and that should work.”

    I sent two emails their first! And in my Adify control panel it stated:
    “If you have a question regarding your application status please email publishers@adifyelite.com.”

    So that’s what I did.

    I know we are not a very large site but we serve almost 4 mil total as impressions per month and from a reply like I’m questioning even using them again. and now I read about these absurd changes…

    What happened to their customer support? Anyone here still with Adify?

  42. Anonymous January 25, 2011 at 7:03 pm #

    I know I am late to the game here, but why not use something like OpenX with Adify? Put the adify code as different advertisers in OpenX. Let OpenX randomly select an Adify network. Then use the redirect in Adify to select another ad from OpenX. Set it up so this time OpenX asks for another ad from Adify, but does not use the network already selected. It’s a pain to get everythign setup, but it will work.

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  44. Everton June 16, 2009 at 4:25 pm #

    Adify may want to keep their network customers happy, but this change still is the wrong way to go about it:

    – Adify will have less to offer networks if they have no publishers
    – networks will have less traffic to say they have in their networks to offer to advertisers. At the moment even if their network is not getting onto a site because they aren’t the highest paying, this isn’t stopping them claiming to advertisers that the site’s traffic is part of their network
    – networks that would have got remnant impressions won’t any longer becuase the market won’t be as efficient, and remnant ads will now go to non-adify networks.

  45. Avatar of Everton
    Everton June 16, 2009 at 5:25 pm #

    Adify may want to keep their network customers happy, but this change still is the wrong way to go about it:

    – Adify will have less to offer networks if they have no publishers
    – networks will have less traffic to say they have in their networks to offer to advertisers. At the moment even if their network is not getting onto a site because they aren’t the highest paying, this isn’t stopping them claiming to advertisers that the site’s traffic is part of their network
    – networks that would have got remnant impressions won’t any longer becuase the market won’t be as efficient, and remnant ads will now go to non-adify networks.