AGENCY AND SUPPLIER NEWS: Bartercard to create 'UK's largest B2B advertising network'
The trade exchange company, which acts as a go between for businesses exchanging goods with one another, is partnering with technology and media company Adify Corporation to launch its own ad network. The network, scheduled to launch later this month, will allow advertisers to target and advertise across specific B2B vertical sectors such as professional services or building services, using Bartercard's existing database of 5000 UK businesses.
Shane Dougall, UK general manager for Bartercard, says, "Increased online audience fragmentation presents Bartercard with a major commercial opportunity and we are delighted to partner with Adify in this project, which is a natural fit with our concept of using spare capacity to generate additional revenue and profit.
"The potential is huge. Bartercard has always been committed to developing highly innovative solutions (and) to be instrumental in the creation of what will be the biggest business-to-business network in the UK is another step in that process."
Adify says that unlike large advertising networks that aggregate and sell remnant inventory, its vertical ad networks will enable Bartercard to focus on packaging and selling high value, branded and targeted advertising programmes and generating additional revenue across the network.
"Adify provides the technology and expertise for brand marketers to reach large and elusive online audiences that are associated with high value, trusted brands into the long tail of the internet," says Robert Proctor, Adify's head of EMEA.
"Traditional B2B networks are becoming increasingly aware of the need to embrace their niche content partners, embracing audience fragmentation in the digital market place and building complementary networks as a means of extending the value that they offer to advertisers."
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