Dennis launches new online ad network

Dennis Publishing has launched its own online ad network in a bid to boost digital revenues.

The publisher has formed a partnership with the ad network firm Adify to enable advertisers to buy inventory across a variety of publishers, according to reports.

Adify currently provides a technology platform to allow publishers such as  the Financial Times, the Guardian and IDG to build their own ad networks.

Dennis Publishing’s CEO, James Tye, said: “One of our biggest competitors now isn’t necessarily competing brands but the ad networks.  So rather than fight against it, let’s become an ad network ourselves.

“We have a network of strong IT sites, so an advertiser can get quality audience from us and know we can vouch for other sites,” he said.

There are over 70 ad networks in the UK at the moment, all of which are competing for online budgets.  Recent research also shows that more than two thirds of advertisers and agencies work with three online ad networks or more.

The move follows Dennis’ plans to increase its digital ad revenue.  The company’s chief said that around 40% of Dennis’ ad revenue will come from digital this year.  The publisher claims it is on track it meet its target in 2009 and aims to increase its ad revenue to 50% in 2010.