According to Paid Content, the FT has signed an agreement with Adify, an advertising network. The deal will enable the FT to increase its inventory for advertisers by partnering with other publisher sites.
Joining an ad network is one option for publishers to provide greater reach for their advertisers. For example, through the network, the FT will be able to give its advertisers greater exposure across other partner sites – such as those which target niche financial communities.
Over the course of the year, expect more business publishers, small and large, to follow suit and join ad networks.
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