October 28, 2008

Caring.Com Launches First Ad Network to Reach Family Caregivers

SAN MATEO, Calif., Oct. 28 /PRNewswire/ -- Caring.com (http://www.caring.com/), a comprehensive online resource for people caring for aging loved ones, has launched the Caring Alliance (http://www.caring.com/about/advertising.html), the first vertical ad network to reach baby boomers that are caring for an aging parent. Through the Caring Alliance network, powered by Adify (http://www.adify.com/), businesses with products and services for seniors and their loved ones can reach the largest concentration of family caregivers in the U.S.

(Logo: http://www.newscom.com/cgi-bin/prnh/20070921/AQF020LOGO)

"While there are a number of health oriented vertical ad networks, none focus exclusively on the hard to reach family caregiver," said Andy Cohen, Caring.com CEO. "Adult children spend hundreds of billions of dollars helping their aging parents, and influence spending on drugs, OTC products and services."

Caring.com launched the network after seeing demand from its own advertisers. Partnering with Adify, the premier vertical ad network management company, the Caring Alliance built a network of contextual sites for family caregivers. Reaching over one million caregivers between the ages of 40 and 60, the ad network maximizes revenue for publishers through higher CPMs. Current publishers include Gilbert Guide, Happy Neuron, Medgle, SmartNow, Lotsa Helping Hands, and Caregiving.com.

"We didn't have the reach and infrastructure to attract and service major advertisers on our own," said Jason Gilbert, COO of The Gilbert Guide. "By joining the Caring Alliance we're able to attract top-tier advertisers. Their presence on our site not only promotes our business, it also gives our audience access to advertisements that are targeted to them."

"When launching the Ask Medicare initiative, we wanted to reach as many family caregivers as possible," said Will Fleiss of the 360 Digital Influence practice of Ogilvy PR. "With the Caring Alliance, we were able to reach a large and very fragmented market with just one buy."

Adify is providing the Caring Alliance with the key network management services and ad technology required to execute successful advertising campaigns, including Adify's syndicated ad server, tracking, reporting, billing, payment and technical support functions. This infrastructure can deliver content sponsorships, video, image and rich media advertising for Caring.com's various partners. Working with Adify, the Caring Alliance has been able to ramp up quickly.

To advertise on the Caring Alliance network please visit http://www.caring.com/.

About Caring.com

Caring.com is a community and content web site that provides people who are caring for aging parents with timesaving information to help them make better decisions. Founded in 2007 by a team of people who have taken care of their own aging parents, Caring.com is a free resource to users and is supported by advertisers. Caring.com is backed by leading venture investors DCM and Split Rock Partners. Caring.com is headquartered in San Mateo, California, and can be reached at http://www.caring.com/.

About Adify

Adify Corporation is the premier vertical ad network management company and an independent, wholly owned subsidiary of Cox TMI Inc., part of Atlanta-based Cox Enterprises, one of the nation's leading media companies and providers of automotive services.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20070921/AQF020LOGOAP Archive: http://photoarchive.ap.org/PRN Photo Desk, [email protected]


CONTACT: Danielle Simmons of DMS Public Relations, +1-650-991-8899,[email protected], for Caring.com; or Anthony Loredo of HornGroup, +1-646-202-9770, [email protected], for Adify

Web site: http://www.caring.com/