paidContent.org - Cox Siblings Adify And AutoTrader Partner On Ad Net; Cox Enterprises Offers To Buy Cox Radio
Monday, April 20, 2009; 8:07 PM
Ad network provider Adify hopes to give a jump to its Cox Enterprises sibling AutoTrader.com, as the two will partner on a vertical net targeting in-market car shoppers. As newspaper classifieds show, there are fewer auto ads chasing even fewer car buyers. That makes it as good a time as any for Cox Enterprises to see some fruits from its $300 million acquisition Adify, which was completed last summer.
The new ad net will also align 40 local media sites owned by Cox Media Group and the cable TV unit Cox Communications. The Adify-powered AutoTrader.com Access network publishers include AskPatty.com, NADAGuides.com, AutoMart.com, TopGear.com, Care2.com and Greencar.com. While automakers have certainly pulled back on ad spending along with every other category, the space is primed for a greater shift of ad dollars online. The promise of greater consumer targeting at a lower cost is very appealing in a time of auto bailouts and possible bankruptcies among car companies and related parts makers. Release
?More integration at Cox: The show of greater integration at Cox Enterprises comes on the same day that the company made a tender offer to buy all outstanding Class A shares of Cox Radio. The offer is for shares not already owned by Cox Media Group, which also houses the company's daily and weekly newspapers. More details in the release.