Launching at the Web 2.0 Conference:
Adify is a new kind of online advertising middleman. It lets publishers and advertisers join vertical networks where the audience and the advertisers are tight matches. For example, home improvement sites and blogs might join a network, and companies trying to sell home improvement goods would put their advertising on that vertical network. Sitting in the middle is a person or company who knows the particular market (the advertisers and publishers) and who uses Adify's technology to manage the advertising programs.
In the words of founder Lawrence Braitman, Adify lets anyone set up an ad network like Federated Media Publishing. Braitman believes this is the right model and that these networks will be more effective business communities than a general purpose, online ad network such as Google's.