“We’re basically giving them a crystal ball so they can see what the inventory looks like and predict supply and demand,” Joelle Gropper Kaufman, Adify’s vice president of marketing and media operations, told ADOTAS. “There are now 120 vertical ad networks growing on Adify. Often, advertisers want to reach a unique audience, and this enables them to do that and forecast the results they’ll get.”

The forecasting module has several algorithms that address the variability in inventory levels that often occurs in vertical ad networks. Adify created the module in response to advertisers’ demands for increased reach into the long tail of the Web as more and more consumers dive into a constantly shifting and growing array of niche Web sites.

“Many advertisers want really tight, sophisticated geo-targeting,” Kaufman explained. “With our system, we can tell them exactly how many moms in Reno, NV, can be targeted with their ad – and while we can’t come up with more moms in Reno, we can show them how if we open it up to parents or women, how many more people will be see the ad.”

The three components of the forecasting model are: ad network forecasting (customized reports that identify gaps in supply and demand and forecast inventory based on ad size, location, type); site forecasting (reports on projected Web site impressions); campaign forecasting (predictions of how many impressions will be required for success).

Adify is an independent, wholly owned subsidiary of Cox TMI.

BVK will incorporate HealthCare.com’s online health directory listings into its advertising offerings. BVK’s 250 plus health care clients will be able to extend their online visibility through distribution in HealthCare.com’s Care Provider Search, the company said.

Care Provider Search is a local directory tool featuring 1.3 million providers grouped in user-friendly search categories (physicians, dentists, hospitals, pharmacies, etc.). It’s available on other health-centered sites like EverydayHealth.com, drugstore.com and RealMentalHealth.com.

“Industry leaders like BVK Direct are recognizing the importance of blending both offline and online advertising solutions. According to Borrell and Associates, local online advertising is expected to grow 50% to $13.1 billion in 2008, and this partnership allows BVK Direct to be a strong player in this sector,” said Jennifer Fontana, business development manager at HealthCare.com.

HealthCare.com operates a care provider search directory that connects health care professionals with consumers.

SheKnows recently bought up parenting, pregnancy and baby-related sites such as ChefMom.com, PregnancyFashion.com and CelebrityPregnancy.com. Meyers spearheaded the purchases, prepping him to run Glam Family and perhaps purchase a few more independent sites for Glam Media.

Glam Family will be a part of the Glam Media network, which is comprised of 500 indie publishers that give interactive advertisers a diverse platform from which to cherry-pick their targets of choice.

This latest cash infusion comes on the heels of a $3.5 million investment led by Comcast Interactive Capital, with Edison Venture Fund also participating. The William Morris Agency is also a backer.

“We continue to witness an evolution towards a more fragmented media landscape online, especially amongst the ‘in the know’ male 18-34 demographic, as new long-tail sites, communities and blogs capture their attention,” said SoftBank Capital’s Jordan Levy. “Giant Realm recognizes this evolution, and is able to provide scale and access for advertisers by aggregating and connecting with these audiences in meaningful ways.”

Giant Realm plans to expand its online platform, which currently attracts about 4.2 million unique monthly viewers, according to comScore.

Part of the deal stipulated that Jordan Levy, a partner at SoftBank, will Giant Realm’s board of directors; Michael Perlis, also a partner at SoftBank, has been named a board observer.

The vertical ad network targets travel advertising dollars and marketers seeking upscale consumers; it delivers 12.5 million unique visitors per month.

“We’ve emerged as the market leader by combining the strength of our publishers, the dedication of our employees and the backing of Internet travel entrepreneur, Michael Thomas. Our new growth capital strengthens our solid position in the marketplace and provides funding for expansion into new products and new markets,” Cree Lawson, TAN Founder and CEO, said in a release.  “Rho Ventures, Village Ventures and our other investors bring to our Boardroom world class expertise in such disciplines as branded media, network development, behavioral targeting and online advertising as witnessed by their successful investments in iVillage, TACODA, Waterfront Media, ReachLocal and a host of other very successful companies.”

This year, TAN launched its first video advertising campaign; grew its business in Canada and the U.K and surpassed Yahoo Travel to generate the largest online travel information audience online.

Blogging software and services company Six Apart has focused on publishing tools for bloggers is spreading its wings to provide advertising, design, implementation, development and site optimization services to bloggers and larger companies.

“Our customers have asked us for complete solutions as their blogging and social media experiments become major strategies,” said Chris Alden, CEO of Six Apart. “We’re expanding our business so that we can provide the tools and services that will make them successful.”

Six Apart is partnering with vertical online advertising network Adify in a bid to make it easier for bloggers to accept ad campaigns on their sites from Six Apart advertisers like HP and MSN. Six Apart has formed two new units to provide the services; Six Apart Media will provide the advertising program to bloggers and custom ad solutions to marketers and Six Apart Services will provide design and implementation services to large publishers and corporate customers. David Tokheim and Marissa Levinson will spearhead the projects.

Six Apart works with Web properties from the Huffington Post to Gothamist to Boing Boing.