What is the ZEDO Exchange?

While  publisher-side ad serving was our core business  since our founding in 1999, the part of our business that has been growing most quickly for the past year has been the ZEDO Ad Exchange, our simple, scalable way to  manage both advertisers and publishers conducting business in display banners, videos, mobile, high impact formats and smart programmatic integrations. ZEDO Exchange allows Demand Side Platforms access to the premium high-quality display and video inventory of our premium publisher network. For advertisers, the ZEDO Ad Exchange offers the…

What Do Publishers Think About Viewability?

Welcome to the moving target that is viewability. Admonsters has done a survey of fifty ad operations departments at major publishers to find out how publishers felt about the lifting of the MRC stay. Agencies and  advertisers are now empowered to buy on viewability. This will not be an easy shift, as there are still inconsistencies in how viewability is measured. There are about a dozen certified  testing companies, from Comscore and Nielsen to startups, and they all measure with slightly different methodologies even if…

Browsers Can Determine Whether Viewability is Measurable

We’ve been yakking about viewability in display ads for more than two years, and now it’s finally going to happen. When we first began to develop our high impact formats, we tested them with comScore, where they were judged 99% viewable. But the IAB’s Metrics That Matter initiative has upped the ante, and the Media Rating Council has given us a choice of eleven vendors who can help advertisers make more savvy buys.  But now we hear that some media buyers are going to specify…

Publishers Don’t See Big Benefit from Tracking Data

A very provocative article in Digiday last week suggested that although ad budgets and ad revenues are up, publishers are not reaping the benefits. Nor are consumers. The writer, Jason Kint, asserts that user tracking is having a negative effect on the quality of content that is being consumed, and an even more negative effect on publishers’ revenues because all the extra  money generated by rising ad revenues is going to the services that track and retarget users. The much-hyped automation of advertising is incredibly…

ZEDO Advertising Technology Updates – October 2013

New Look for ZEDO header!  We’ve revamped the ZEDO UI header to look and work better.  It’s more streamlined, more modern, and has more features. Adopted Flat UI guidelines More prominent Search box Focus on usability. The header is now semi-responsive, and will be fully responsive in the near future Reduced Header height to accommodate more content on-screen. Aside from this project, in the near future, we also have projects lined up to improve the experience of logging in or out, the in-page (body) content…

In a Hostile World, Ad Blockers Make Things Worse

An ad-blocking software company has raised over $25,000 to wage a campaign to let people know they don’t have to see online ads. Its new goal is to raise $50,000 more to buy a billboard on Times Square. According to the founder, We’re going to use ads to get rid of ads. We will use the money raised to make AdBlock banner ads and video commercials, and we will show these across the internet to people who don’t have AdBlock. If we raise enough, we…

TV Ad Dollars Can Easily Shift Online in 2013

A snarky Ad Age columnist, Dave Morgan, has said that marketers will have a tough time shifting 10-20% of their TV ad dollars online as they’ve said they wanted to: With the upfront looming, and increasing pressure to be innovative, many advertisers and agencies today are in a headlong race to shift and diversify their TV ad budgets, taking greater advantage of multiplatform-platform “video.” And why not? TV advertising is expensive and campaign reach is declining thanks to audience fragmentation. However noble and well-intentioned, however,…

ZEDO Advertising Technology Updates – August 2013

Cost Per Engagement Phase 2 Cost per Engagement (CPE) allows you to allocate ads based on VAST events. We released Phase 1 of CPE in July. In Phase 2, we’re adding revenue data for CPE campaigns to Campaign dashboards and Profit Reports New Tag Type: Ad Requests API We’ve introduced a new ad tag type: Ad Request API. This ad tag lets you run ads on non-standard web browsers and applications that accept XML feeds.   Screenshot:   Please contact ZEDO Support with questions.  

What Are ZINC’s High Impact Formats?

We’ve been talking about high impact formats for over a year now, long enough to occupy most of the first page results on Google. However, the term probably needs a more specific definition, especially the way we use it at ZINC. Our high impact formats emerged from a challenge I issued to our team over a year ago to develop some formats that could help readers engage more with ads, since standard display ads were clearly not working as well as they used to. Out…

ZEDO Advertising Technology Updates – July 2013

New Revenue type: Cost Per Engagement [CPE] With video ad serving growing rapidly, advertisers need to be sure that their video ads are engaging viewers and generating interest about their products. Viewer engagement is measured by events:  start, midpoint view, full screen views, etc., that are defined by VAST video standards. These metrics give good insight into video ad performance. Advertisers want to be able to pay publishers based on these events. Our new Cost per Engagement [CPE] revenue type lets publishers track this type…

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