Adify International Spun Out As New Company, As Cox Decides To Concentrate On US Business

There has been mutterings for a while that Cox, the owner of Adify, was looking to close its international operation to concentrate on the US market. The network builder has been doing relatively well in non-US markets, but its parent company was looking to focus exclusively on the domestic business. It now emerges that a number of Adify execs have done a reverse buy-out of Adify's international business. The new entity, Adify International, will be led by Kevin Tan, who was formerly the Senior Vice-President, International at Adify. He'll be joined by former Wunderloop stalwarts, Donald Hamilton and Bas Seelen. Hamilton and Seelen will take on the roles of COO and CRO respectively. There are no specific details on the deal, but it is expected that Adify International will have full control over the entire international business and will be the official non-US resellers of Adify's platform and technology. The network builder market is interesting with obvious commercial opportunity in the European and Asian markets - but it's becoming a ridiculously crowded space with exchanges, yield optimisers and ad networks all vying for publisher business. There is more on this story from Campaign Asia.