Larry Braitman and Richard Thompson, the founders behind Flycast, the much-hyped online ad network during the boom days (sold to CMGI for $2.3 billion), have resurfaced again, with their new company called Adify, and have received $8 million in first round of financing, led by Venrock Associates. In keeping with the times, it is a self-service ad network, much like say AdBrite…it allows a publisher to negotiate ad rates, and to reject an advertiser if wanted. Adify is taking 20 percent, compared to Adbrite’s 30 percent.
The idea is to aim at smaller publishers, and also to help form vertical networks of sites/blogs. More details in the release here.