Preparing Publishers for 2011

As 2010 comes to an end you might be reviewing the work that your team developed, and the processes by which they did so.  Here at ZEDO, we are spending time doing just that, as well as making some plans and setting expectations for 2011. We wanted to take a moment to share, with the online advertising community, some of the things that we came up with. We hope that these are helpful insights to internet publishers, specifically ad operation teams, on how to prepare for 2011. Here are 5 Ad Operations tips for 2011:

1. Review work flow, processes and templates

In all probability the last quarter of 2010 would have been hectic, with your Ad Ops teams working extended hours, implementing makeshift processes and coming up with temporary solutions. Traditionally workload drops drastically in Q1 and the pressure is significantly lower. Hence, the beginning of 2011 presents an ideal opportunity to review work flow, processes and templates. May be check if there are any missing fields in your IO template or your input tool that would make it easier for your sales folks? May be review templates to check if there are fields that are redundant, fields that have just been there since the template was first made? You may take this opportunity to update workflow diagrams. Document or update the diagrams to identify outdated steps. Assign a senior operations professional to do the documentation – this grows their professional skill-set as well as helps maintain fresh process documentation within your organization

Simply ask yourself the question – are you doing things in a particular manner because “that’s the way they have always been done”? Most Ad Ops teams could benefit from using this as an opportunity to learn from their experiences of 2010’s last quarter.  They could implement systems that ensure that when the workload increases again in the future they are well equipped to deliver efficiently. Lastly, it is advisable to review individual roles, responsibilities and dependencies and make redundancy plans accordingly in order to ensure that you do not have a single point of failure.

2. Bridge the gap between Ad Ops and Sales teams

Although perceptions are fast improving, most sales folks still continue to consider Ad Ops as just a back-office department that simply needs to implement what they are told. Before moving forward, lets get our facts straight. Ad Operations is a vitally important component for any publisher that intends to generate revenue from internet advertising. Without ad operations a contract will never be fulfilled. Without receiving feedback from the ad operations team, a sales team will never be able to price and package inventory accurately. Without accurate analysis from the ad operations team any publisher will not be able to derive the right balance between creative ads and reasonable content. This must be understood in order to get your sales team on the same table with your Ad Ops. You might have to establish processes for both to follow.  It is crucial that the communication channel between Ad Ops and sales is fluid and works both ways. Ad Ops teams need to educate the sales team about their capabilities and sales teams need to make ad ops team aware of what the market wants.

3. Have a contingency plan

It is difficult to run a lean and efficient ad operations department at the best of times. Add in high turnover, unplanned leaves, fluctuating work patterns and it can become an impossible task to manage delivery as per expectations. Also, the top management of any company is always going to balk at the high salaries paid to ad ops professionals. It is almost impossible to make them sit down and explain the importance of skilled professionals in ad operations. They will always fail to see the value in it. The solution is simple; consider outsourcing ad operations, either partially or completely. However, in doing so always ensure that the control stays with you. There are many advantages to outsourcing such as lower cost, no employee retention hassles and if the outsourcing partner works in a different timezone then it may actually result in quicker turnaround times. I repeat though – do not lose control of ad ops in doing so! You need to have a couple of ad operations professionals in-house that are constantly on top of the outsourcing vendor, ensuring that expectations are set accurately and delivery commitments are met in a timely fashion. Many companies also opt to outsource only during high work flow periods. Typically referred to as overflow services. You pay your outsourced vendor a low monthly retainer and utilize them only when needed and get billed on a per placement basis.

4. Define career paths of ad operations professionals

Ad operations is not, and will most likely never be, a stress free business. It is just the nature of the work they do that ad ops teams are going to be subjected to unrealistic expectations from time to time, and are going to be held responsible for mistakes that aren’t entirely their fault. Wrong creatives, wrong clickthru URLs, page being broken or wrong dates, the finger is always going to be pointed at ad ops first. Good traffickers take this within their stride and learn to perform well regardless of external circumstances. A good trafficker is smart, meticulous, self-motivated and technically capable. However, you can keep him performing at optimum levels only if he knows he is heading somewhere in his career. He needs to have possibilities open for him to venture into team management, strategy planning, inventory management or even sales. You could do well to document career paths within your organization. Update job descriptions: a tedious and often painful task that usually reveals overlooked skillsets and responsibilities, and gives your team a ‘future’ that they can visualize

5. Stay abreast with industry innovations and don’t be afraid to experiment a little

Ad operations is a dynamic industry. What may have been good for you a couple of years ago may not necessarily work today. The industry as a whole is taking shape from the unorganized mess that it was a few years ago to one that now offers standards and guidelines for all to follow. In the ever evolving world of ad operations it vital that you keep yourself aware of the latest offerings from various solution providers. Be it work flow management tools, innovative rich media formats or video technology integration, every publisher needs to adapt accordingly in order to maintain their competitive edge.

Lastly, be sure to clean out old reporting templates, archive old files and reports. Start out the year afresh!

To learn more about how you can prepare for 2011, visit

ZEDO Advertising Technology Updates – December

With the end of 2010 at our feet, our global development teams still have their noses to the grindstone. They’re still relentlessly creating new technology tools and improving features for online publishers. Check out what they did in December for publishers:

Support for international text ads
ZEDO now allows publishers to upload text ads written in any language. Speak to your audience wherever they might be, with ZEDO’s help!

Administrative users can change passwords for others
Previously, administrative users (Default Ad Traffickers) could create new users, but could not then edit these users’ passwords. We’ve changed this, giving your administrators more control over Publisher and Advertiser access to the system.

Gather specific data from Ad Networks
Often we got requests from customers that they wanted to gather  data from ad networks for specific Publishers only. Now you can simply set a key tag identifier attribute and gather data for specific publisher from an adnetwork.

Increased frequency capping limit for ads
Before this month, publishers were limited to a frequency capping of 7 days.  We have increased the frequency capping limit – giving publishers a much greater amount of time – to 30 days!

The Ups and Downs of Yahoo! Last Week

The Down: We were concerned to hear about the difficult time Yahoo! endured last week when the company laid off 600 staff members. CNNMoney stated in, “Yahoo! layoffs: 600 jobs cut in long-rumored move”, that Yahoo “has struggled as it tries to reinvent itself beyond an Internet portal. The company has lost major market share in display advertising.  Personally, I wonder how this will effect online newspapers. In my response to this announcement today, I talked about how I feel that Yahoo! has had lots of missed opportunities (Read my full response here).

The Up: During the same week of their 600 layoffs, Forbes posted the blog entry “Here’s How Yahoo! Climbs Above $20 and Stays There this Time.  It is obvious that Yahoo! is diversifying its model. I just keep wondering, how will this effect newspaper publishers? Check out my response to this news topic on Forbes blog by clicking: here

My ending note: The internet is a fast industry with lots of innovation and opportunity.  No matter what is happening with Yahoo! ZEDO is here for publishers, especially newspaper publishers.  As a true partner for publishers, we will continue to do whatever it takes to provide you with more options, more visibility, and more ways to make more revenue.


Want to learn more? Contact us at:

ZEDO’s 2010 in Review

2010 was an amazing year for ZEDO, thanks the continuing innovative nature of the online advertising industry and to our expert team. With a new spark and a surge of new advertising technology products and services, ZEDO brought more solutions to online publishers than ever before. Here’s a recap of our favorite things we did in 2010.

We introduced Outsourced Ad Operations services. Publishers using many different ad servers were pounding us with the question “Can ZEDO please help our ad ops team with overflow work load?” and we were proud to say “Yes we can!” Check out how outsourcing ad operations can help your team save money and reduce wasted time on hiring and retention, while maintaining 24/7 coverage. Read more.

We updated our brand messaging to accurately reflect who we are. As CEO Roy de Souza talked about in his “ZEDO is Much More Than an Ad Server” blog entry in April, ZEDO has always been an industry leader, developing innovative advertising technology that publishers need and depend on. Our team and capabilities have grown, and now we offer much more than an ad server. In 2010, we introduced a new tagline, “Advertising Technology Partner for Publishers,” and a new slogan, “More Options, More Visibility, More Revenue”, and we’ve lived up to those promises. We are the only advertising technology company with the ability to help publishers monetize revenue three ways: direct sales, self-service advertising and automatic optimization. Our robust UI gives publishers more insight into forecasting, while our ADMagic technology helps publishers save bundles of time by letting them see ad data directly on their web pages. Finally, publishers can make more revenue with ZEDO’s RevMax ad network optimization system, rich media and Incremental ad formats.

We fought the war against Malvertising! We made great strides to decrease criminal viruses, bad ad data in ad chains, and fake advertisers. It all started with our blog post “Addressing vulnerabilities in the ad network chain”. As a true partner for publishers, we published an article in iMedia Connection listing five tips for preventing Malvertising on a website. Additionally, we strengthened our fight internally for our customers by establishing a Publisher Protection Plan, to ensure that our customers ad data is as clean as possible. To increase protection for publishers, we partnered with The Media Trust (TMT) and AdXpose verification systems.

  • TMT – enables us to find bad data that may have found its way into our customers’ ad tags.
  • AdXpose – Publishers can monitor and audit ad data, and stop bad ads on sites in real-time.

We did all this in 2010 while still supporting publisher needs 24/7. Our support team continued to be the most expert and competent advertising technology support team in the industry. Apart from dealing with serious issues that publishers faced such as BOT and Spider filtering, we developed a filter fraud clicks system based on time intervals. Repeated clicks from the same IP and browser, on a given creative, within a 5 minute period will be considered fraud clicks and discarded.

We can’t wait to see what we do for publishers in 2011!

For more information on any of our products or services, please click:

5 tips for preventing malvertising on your site

Malvertising — the practice of using online advertisements to deliver malware to end users — is of growing concern. Studies have shown that more than 1 million sites were compromised the second quarter of this year alone.

Read more…

ZEDO Advertising Technology Updates – November 2010

Our latest round of updates includes a more streamlined Ad Network Dashboard, Activity lifetime for Profile targeting, and Phase 2 of the Account Features page.

Link multiple Advertisers to a single Ad Network
Previously, if you had multiple logins for a single ad network, you had to create a separate Advertiser for each login, and the data were displayed separately on the Ad Network Dashboard. Now you can link multiple Advertisers to a single Ad Network, allowing you to track Ad Network revenue more effectively. We also added new functionality to pull only specific data from Ad Networks, by using standard key-value pairs.

Activity Lifetime for Profile targeting
Now you can set how many days an activity cookie should stay active for a user.

Daily Profit Report
Now you can get a daily breakdown in Profit reports. (This has been one of the most popular customer requests!)

More features on the ZEDO Features page
We’ve made more features visible in the user interface, so you can pick and choose which features you want active for your account.

We hope that you are as excited about these new developments as we are.  With one month left in 2010, make sure to check out December’s Advertising Technology Updates blog to see what’s in our last release of the year!

As always, learn more about any of these products and services at or contact us at

Get Rich with ZEDO Rich Media Formats

Rich media ad formats have become sought after by Publishers who realize that they can make more revenue with these innovative formats. Rich Media ads yield a 38 percent higher clickthrough rate than normal banner ads, and are well on the way to dominating online advertising. For some time now, Internet users have been overlooking typical banner ads. Rich Media Ads are becoming the best option for publishers to attract traffic and sales. With Rich Media technology constantly improving, companies who want to build traffic are considering the potential: The best Flash ads are the most likely way to attract new customers.

To enable your site and get rich media formats running properly, publishers should work with ZEDO! Not only does ZEDO offer Rich Media Ad Formats, but Incremental Ad formats as well. Why is this awesome? For one, Advertisers, always looking out for something new and innovative, love these formats. Most of all, incremental ad formats help Advertisers to increase their performance and help Publishers increase their revenue without putting in too much effort. Something for everyone!

To learn more about Rich Media, check out our rich media expert Vinay Uttamchandani in iMedia Connection’s blog, where he explores publisher challenges, and gives six tips to make rich media work.

Also, take a look at these demos to see ZEDO’s available Rich Media and Incremental ad formats in action.

ZEDO’s Rich Media and Incremental Ad Formats for publishers:

Rich Media Ad Formats

  1. Expandable
  2. Page Pusher
  3. Page Peel
  4. Overlay
  5. Ads For Flash
  6. Skinning Ad
Incremental Ad Formats

  1. Intromercials
  2. Slider Ads
  3. Ads On Photos
  4. Ads On Video

Learn more about rich media formates at ZEDO or by emailing

Want More Cash? ZEDO Will Help!

As a publisher, your goal every day is to cut costs and increase revenue.  Our goal is to help you monetize all of your remnant ad inventory so that making a BIGGER profit is easier than ever before.  So we ask publishers, why not let ZEDO help you sell more of your remnant inventory with the ZEDO RevMax system? You don’t have to be a ZEDO Ad Serving customer. You just have to be a publisher who has remnant inventory, wants to optimize inventory, and wants to make more revenue. If this sounds like you, ZEDO’s RevMax system is here for you.

ZEDO’s expert ad network managers have long standing relationships with trusted ad networks with high CPMs that want to buy remnant inventory. ZEDO can help you connect with these various ad networks, help you get set up to run their verified ads on your site, and provide a management dashboard where you can view the activity of EVERYTHING in one place (see example of this web platform below).

As a publisher you’ll learn how to use this management platform and work with the ZEDO optimization team who will be actively monitoring your ad performance, increasing impressions, changing frequency caps, and allocating inventory to ad networks with higher CPMs to strategically increase your overall eCPM and revenue.

To learn more, click here:
To try this revenue generating technology, click here:

ZEDO in iMedia Connection! "Self Service Tips for Publishers"

iMedia Connection November 3rd


Sales success without the sales staff?

In 2007 and 2008, Facebook and MySpace, respectively, launched self service systems for their advertisers to buy from. Other publishers watched as Facebook quickly won advertisers and earned significant revenue without the cost or difficulty of hiring a sales team. These publishers are now very interested in offering self service systems on their own sites. Self service technology platforms can be built in-house or licensed from a third party (like an ad server or specialized small company).

Many publishers, big and small, want self service systems; in fact, we get many emails each week from publishers that want to incorporate them. Ultimately, some will succeed with this type of system, but it’s not right for every site. Here are some advantages to launching a self service platform on your site, and some tips for making it work.

For smaller publishers, self service can replace a sales team
Small websites are generally managed by an individual or a small group of people. Hiring a dedicated sales team to sell advertising is both an expensive task and difficult to do successfully. With self service, smaller sites can earn some ad revenue directly, even without a sales team.

Continue reading article:


ZEDO’s “Publisher Protection Program” Protects Publishers from Malvertising

Bad data can be a BIG problem for publishers. As more and more ad data travels through multiple hands, the risk of bad ad data and malvertising ending up on a publisher website increases.  This can seriously damage a publisher’s online advertising reputation and business. The only solution is to FIGHT BACK!  ZEDO customers can fight with much less energy, since we are now teaming with 3rd party verification companies such as The Media Trust and AdXpose. Yay! This means that ZEDO customers now have x-ray vision into their ad chain and live ad data.

We know that publishers and ad networks suffer from malicious ads and fake agencies posing as legit advertisers.   To fight this, we are working with The Media Trust Company (  to find bad data that may have found its way into our customers’ ad tags.  This new system will send real time alerts to our customers,  which can then be investigated and fixed instantly.  Let us help you protect your site visitors and your brand!

Don’t let any more unwanted ad data go live on your site!  New ZEDO partner AdXpose ( will help you monitor, audit, and stop bad ads on your site in real-time. Take back the power and win the fight against bad ads on your site while easing the strain on your time and your wallet.

Contact us anytime to learn more about protecting your ad data, brand, and users with the ZEDO Publisher Protection Plan.