Cox, which owns cable, newspaper, online and broadcast properties, has purchased ad network platform Adify for a reported $300 million. This is a really interesting buy for Cox.
Adify allows entrepreneurs, publishers and others to create “white label” ad networks using its platform. Adify refers to itself as a “vertical ad network.” Through its customers and their niche/vertical networks, Adify was itself building an interesting ad network. And Adify at one time was angling to become the backbone behind quadrantOne.
It’s certainly one of the most interesting ad platforms/networks out there. CEO Russ Fradin (formerly of comScore and Wine.com) will continue to run the company.
PaidContent reports (from sources) that 2007 revenues for Adify were roughy $7 million, so it’s a big multiple.
Screenwerk 