Over the past year, we’ve launched a new platform strategy, largely in response to customer requests for a trustworthy supply chain, timely innovation, and higher ROI for their online ad spend. We are finding that our strategy of an end-to-end platform is working well, and we plan to dramatically expand development of new formats and expand sales to many new countries next year.
This will be exciting and provide new opportunities to all our team members, especially in mobile, because many emerging markets will leapfrog the desktop altogether.
As a reminder, ZEDO’s strategy is to build three technologies: Publisher Ad Server – ZEDO Exchange and ZINC Platform for Agency Trading Desks to buy from. These three platforms are connected end-to-end. So if the ATD trafficks an ad into the ZINC Platform it goes into the ZEDO Exchange account (formerly ZAN), then into many publisher ad server accounts and then onto the webpage.
Thus, the creative goes through ZEDO technology from end to end.There are many advantages to this strategy.First, it makes the supply chain clean and trustworthy for the buyer, because malware cannot get in. Another advantage, both to buyers and sellers, of this strategy is that ZEDO is uniquely placed in the industry to innovate.
As we continually come up with new formats, which we may start calling Innovations instead of formats to better explain our strategy, we have to add them to all three technologies – and since all three are in our control we can add them quickly. This gives us a huge advantage over our competitors.
For example, a DSP can only bid on whatever AdX or Pubmatic sends them bid requests for. If they have an idea of a new format, they would have to convince AdX and Pubmatic and then various publisher ad servers to support it.
It is often slow and difficult to find new ideas for Innovations and then to build them: convincing several third party companies to agree and then build would be a huge multi-year exercise for our competitors like Turn, in this example. So the ZEDO end to end strategy uniquely allows ZEDO to win in advertising innovation. And the innovoation we focus on is to create “fundamentally better advertising.”
It has always been our mission to create fundamentally better advertising.
As this is a winning strategy in a changing online advertising landscape, we will roll it out very quickly over the next two years, launching ZINC across the world.