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Cox to acquire ad network technology provider Adify for $300 million

Cox Enterprises, a media company with broad holdings in newspapers, radio and television, has decided to acquire US-based online advertising technology company Adify for $300 million. Adify, which was founded in 2005, helps internet publishers build vertical advertising networks under their own brand names.

Cox Enterprises, a media company with broad holdings in newspapers, radio and television, has decided to acquire US-based online advertising technology company Adify for $300 million. Adify, which was founded in 2005, helps internet publishers build vertical advertising networks under their own brand names.

According to John Dyer, executive vice president, finance, Cox Enterprises, Adify’s acquisition will help Cox build vertical networks around its existing properties. “Adify’s commitment to customer service and innovation in powering vertical advertising networks for its customers has been key to its success and is a great match for Cox,” John Dyer has said.

Acquiring Adify is likely to put Cox in direct competition with Google’s DoubleClick which is planning to launch a product to help publishers create vertical ad networks, reports New York Times.

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