Percept Knorigin, Adify launch vertical ad network

By , agencyfaqs!, New Delhi | In Digital | October 29, 2007
Adify Corporation and Percept Knorigin have come together to build, a vertical ad network


Knorigin, the digital advertising agency of Percept Holdings, has launched a vertical advertising network called in partnership with Adify Corporation, an ad technology company based in the US.

Being a 'vertical' ad network, adChakra offers targeted advertising to advertisers. It has a tie-up with niche websites in areas such as entertainment, travel, finance, technology and social networking. claims to be a "transparent" ad network, unlike other networks, where the publisher doesn't know what price the advertiser is paying (and the advertiser is not clear about the publisher's exact charges for promotional activities).

adChakra claims it will help publishers and advertisers get together and work out the deal transparently. Speaking to agencyfaqs!, Viraj Malik, CEO and MD, Percept Knorigin, says, "This (the transparency feature) is not available in other ad networks. Other networks are primarily blind networks, they don't have any verticals and they don't tell where the ads are going to be placed." is currently in talks with several travel and matrimonial sites. Malik adds that adChakra is a network "meant for small publishers", as they cannot afford a sales team for branding and, therefore, can't attract large advertisers.

Speaking about the agency's association with Adify, Malik says, "As Adify is into building large-scale communities using rich media technology for publishers across the globe, it will help adChakra target them." Adify Corporation is a pioneer in creating vertical ad networks for companies such as 'The Guardian', Time Warner, 'The Washington Post' and NBC Universal.

Being a sister concern of Percept Knorigin, adChakra will carry creatives by the agency, but the network plans to work as a separate entity and do business with all leading agencies across India.

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