Press Releases

Percept Knorigin and Adify Join Hands to Power – India’s First Vertical Ad Network
25 October, 2007

Pioneering Creator of Vertical Ad Networks Builds On Global Partnerships With Washington Post, NBC, Comcast & The Guardian

Adify Corporation, the pioneering global internet innovators in creating vertical ad networks, is today announcing a strategic partnership with Percept Knorigin, the digital media and services business of Percept, to create adChakra  – 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.

India is witnessing a growing tend of vertical or special interest content With the average consumer now visiting 77% more sites, with more and more vertical and regional content expected to grow in coming years. More and more people are expected to visit internet to read about special interest content instead of visiting large portals, concepts of blogging and personalisation is fast becoming mainstream.

Viraj Malik, CEO and Managing Director Percept Knorigin, said:

“Internet usage and content in India is slated to grow more than 50% 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. We like the Adify solution as, unlike blind networks, it provides transparency across the advertiser and publisher relationship whilst also leaving the technology worry to Adify so that we can totally focus on creating solutions for advertisers and publishers. Our plan is to work with large advertisers and agencies across India to provide premium advertising solutions based on the strengths of the adChakra /adify partnership.”

Russ Fradin CEO of Adify Corporation, 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. Adify allows brand marketers to reach large online audiences that are associated with high value, trusted brands – while enabling those brands to leverage their editorial expertise and sales resources.  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.”

 For more information, visit  For more information visit,www.adChakra .net

About Percept Knorigin:

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

About Adify Corporation: 
Adify delivers a unique mix of technology, expertise and key business services – from strategy to sales training – that expedite time to market for new, brand-driven, vertical advertising networks. Global media partners such as The Guardian, Time Warner, The Washington Post Company, Reed Business Information, NBC Universal, Media News Group, RP Online, and Comcast Corporation are using Adify's solutions to extend their brands, increase their reach and grow their revenue.
In April 2007, Adify secured $19 million in Series B financing led by US Venture Partners (USVP). The round included previous investor Venrock Associates, and strategic financing from GE Media, Communications and Entertainment (a unit of GE Commercial Finance), NBC Universal, Inc. and Time Warner Investments. 
Adify's management team has over 40 years of combined online media and enterprise technology experience from industry leading companies, such as Excite, eBay, Ziff Davis, Value Click and Firefly Network.  Adify was founded by the team that created Flycast Communications – the first successful direct-response online advertising solution. The company is backed by blue-chip venture firms Venrock Associates and U.S. Venture Partners, as well as GE Commercial Finance, NBC Universal, Inc., and Time Warner Investments. 
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