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

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  2. 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.

  3. 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.