Defying Google: Adify CEO, Russ Fradin (Part 7)

We talked about the fragmentation in the media business, with the long tail developing a stronger influence overall. Adify’s genesis is in this trend. SM: What is the significant opportunity you see in the fragmentation phenomenon? RF: First we realized that brand marketers are going to have a challenge.

Defying Google: Adify CEO, Russ Fradin (Part 6)

SM: Let’s fit Adify into this framework. What is the value proposition, what is the business model? RF: When we started Adify, what we saw was the ad networks were trying to aggregate bulk amounts of inventory and apply targeting algorithms to that in order to sell a huge amount of direct response advertising. That

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Defying Google: Adify CEO, Russ Fradin (Part 5)

SM: Where do you see Federated Media? RF: I really like what they are doing. We don’t look at them as a competitor, but we look at them as broadly in a similar space to what we do, and they are very, very smart. For Google and Yahoo, it’s not that they don’t play in

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Defying Google: Adify CEO, Russ Fradin (Part 4)

SM: Do you think the Doubleclick acquisition brings relationships to the table which would take Google a long time to build? RF: I don’t know about that. I don’t mean this in a negative way about the acquisition. I am skeptical that there is any relationship which DoubleClick has, which Google does not already have.

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Defying Google: Adify CEO, Russ Fradin (Part 3)

SM: How do you view the DoubleClick acquisition by Google? RF: It looks like a very smart acquisition, because it looks like it helps Google get where they were going anyways, just faster, which is being in the ad serving space and really trying to compete in the display ad portion of the market. I

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Web 3.0 and Expedia

We have been discussing the online travel industry and have covered Yahoo! Travel, TripAdvisor, Travelocity and Orbitz from a Web 3.0 perspective earlier. Here we will take a look at Expedia’s offering. Expedia is the largest online travel content company, headquartered in Bellevue, WA. The Company is the third largest travel company in the US,

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Defying Google: Adify CEO, Russ Fradin (Part 2)

In this segment, Russ talks about the various players in the online ad network space. He classifies Google AdSense as a Direct Response Ad Network, while Yahoo is a bit more of a brand advertising play. SM: From your point of view, having been in the online advertising / ad network business since the beginning

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Web 3.0 and Orbitz

We have been discussing about the online travel industry and have covered Yahoo! Travel, TripAdvisor and Travelocity from a Web 3.0 perspective earlier. Here we take a look at Orbitz’s offering. Orbitz, founded in 2001 is an online travel agency, now owned by Travelport, which in turn is in the process of being acquired by

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