5:20 PM -- Today on Contentinople:

• The new version of Adify's ad network platform, released today, offers detailed reporting and measurement tools that go beyond counting clicks to measure an ad's effectiveness. "The click is a highly imperfect measure of anything," says Joelle Kaufman, Adify's vice president of marketing.
  
  
• Online video ad firm Auditude today announced a $10.5 million funding round led by Redpoint Ventures.
  
  
• Content delivery network startup Cotendo formally launched its product offerings today, and announced a $7 million Series B funding round.
  
  
• In today's Headcount section, Sam Baltrusis reports on Sony's announcements of a major reorg among senior management and layoffs at its Sony Pictures Entertainment division.
  
  

And in News Bits, Google began to use behavioral targeting in its ads today.

— The Staff, Contentinople