Indiantelevision.com Team

(25 October 2007 7:00 pm)

MUMBAI: Vertical ad network creator Adify Corporation has entered into a strategic partnership with Percept Knorigin, the digital media and services business of Percept, to create adChakra, which it claims is the sub-continent's first vertical online advertising network.

The network will be composed of publishers that offer high quality content in specific vertical sectors - such as entertainment, travel, finance, technology and social networking - plus regional areas.

The network will be used to create scalable and target able advertising and sponsorship opportunities for advertisers. Unlike large ad networks that aggregate and sell remnant publisher inventory, adChakra will focus on packaging high-value brand advertising programs with premium placement on quality niche sites.

AdChakra joins Adify's existing global partners, such as Time Warner, The Washington Post Company, Reed Business Information, NBC Universal, Media News Group, RP Online, Comcast Corporation and The Guardian, which already use Adify's solutions.

Percept Knorigin MD and CEO Viraj Malik said, "Internet usage and content in India is slated to grow more than 50 per cent per year and current audiences are becoming more mature and picky on what they do online. We feel there is tremendous opportunity in creating bespoke media solutions for large brand advertisers by aggregating vertical content and applying micro targeting."

"Adify provides us with the tools and infrastructure to build a network out of these sites, provides our publishing partners with advertising revenue and promotional opportunities, whilst delivering our advertisers the chance to target the long tail in key vertical and regional areas," he said.

Adify Corporation CEO Russ Fradin added, "We are excited by opportunities in India and we believe Percept Group's commitment to this project will help adChakra to quickly find ground in this market. The Percept partnership clearly underlines the value that Adify offers. We have been successful in bringing high quality publishers and advertisers on the network in the US & UK markets and now look to adChakra do the same in India."

Percept Knorigin, part of Percept Holdings, is a tech media service provider, servicing Indian and global clients by leveraging digital media technologies like internet, mobile and gaming.