This IDC Vendor Profile explores the underlying philosophy and integrated set of services for advertisers, publishers, and network builders offered by Adify. In the relatively short period of time since the beginnings of online advertising, the majority of ad networks have offered customers a way to broadly distribute ads. These networks were a solution for low-value, high-volume ads, some of which would hit their mark. Over time, new analytical tools evolved, behavioral marketing techniques emerged, and user behavior fragmented significantly. Adify's founder, Russell Fradin, was a leader in seeing this shift and developed Adify as a solution provider that offered the technical solutions to enable vertical ad networks. It offers customers the choice of creating their own unique solution or using Adify-approved vertical market channels.