Cox Media Group amps up its digital sales: Cox Digital Solutions, a division of Cox Media Group’s Cox Reps, has been formed offering local and national agencies, advertisers and publishers a digital media solution for both national scale and local engagement. The new division was formed by merging Cox Cross Media, the digital sales arm of Cox Reps formed in 2007 and Adify, a vertical ad network management and media services company. The pitch is an MRC-accredited, ad delivery and optimization technology designed to maximize revenue.
It’s a bit of a business reorganization and a merger of technologies. Cox Cross Media brokers inventory for its local TV station sites. Adify is an ad management provider that serves customers including niche sites and blogs. It has moved up to serve Forbes and Warner Bros. Cox TMI, a division of Cox Enterprises, bought Adify in 2008.
The new company will be based in NYC with Steve Shaw (Cox Cross Media SVP) as President: “By combining the best of Cox Cross Media and Adify, we now have one of the largest dedicated digital sales teams in the country and can bring incredible opportunities to all of our publishing partners while offering quality local inventory, national reach, and engaged audiences to advertisers.”
Cox Digital Solutions’ first move was to buy the IB Local Network business and ad sales group of Internet Broadcasting (www.ibsys.com). Combined, Cox Digital Solutions now has more than 150 employees across 10 markets. The new Cox Digital Solutions will deliver a mix of local and vertical content blended with industry-leading targeting and provide a differentiated offering through its publisher relationships.
Shaw says IB will enable them to meet a wider set of customer needs through a richer solution set, increase efficiencies, and significantly expand opportunities for growth. Cox Digital Solutions has already started integrating the companies’ products, customers, and employees to ensure a smooth transition that will deliver value to customers and partners.
Cox Digital Solutions will offer multiple buying options for premium placements, integrated marketing campaigns or selective reach, Cox Digital Solutions sales team will service the agency / advertiser directly. Publishing partners are able to sell directly, work with vertical ad networks, and leverage digital media sales or directly access agency trading desks.