Dennis Publishing has launched its own ad network as part of plans to boost its online revenues.
The publisher of titles including PC Pro, Maxim and Monkey has partnered with ad network builder Adify to enable advertisers to buy inventory across small and medium-sized publishers.
Adify already provides The Guardian, The Financial Times and B2B publisher IDG with a technology platform to build ad networks.
James Tye, CEO of Dennis, said, “One of our biggest competitors now isn’t necessarily competing brands but the ad networks. So rather than fight against it, let’s become an ad network ourselves.
“We have a network of strong IT sites. So an advertiser can get a quality audience from us and know we can vouch for other sites as we know them and the quality of their audience,” he added.
There are more than 70 ad networks in the UK fighting for digital budgets. Econsultancy research found 70% of advertisers and their agencies work with three online ad networks or more.
The move into the sector coincides with Dennis Publishing’s plans to increase its digital ad revenue. Last year company head Felix Dennis said 40% of the company’s ad revenue will come from digital in 2009 (nma.co.uk 3 December 2008). James Tye said the publisher is on track to hit the target and aims for it to rise to 50% next year.
To read this week’s new media age profile of James Tye, click here