04:24 AM

Adify gets $19m round

Adify, launched at last year's Web 2.0 conference, has landed a $19 million round led by US Venture Partners, the company reports. The company's product is called Build Your Own Network and it takes a vertical marketing approach to combine mainstream properties with blogs.

From the press release:

For example, Adify is working with Washingtonpost.Newsweek Interactive (WPNI) to power its Sponsored Blogroll program. Combining ad space from washingtonpost.com and high-quality, independent bloggers, Sponsored Blogroll enables marketers to reach a broad audience across the Web in a single buy. Major national advertisers such as Marriott and Lufthansa have signed on as sponsors for the travel blog section of the network.

“We recognize that vertical networks – networks that combine content from or across a complementary group of web properties – are the next logical evolution for publishers seeking to expand their advertising solutions for customers,” said Beth Comstock, President, Integrated Media, NBC Universal. “They are quickly becoming an important way to develop scale for our marketing clients.”