ZEDO Advertising Technology Updates – January

As we dive into 2011, our development teams have already started turning ideas into reality. Check out some of the improvements that our team has rolled out in the first month of 2011:

More control over user access
Ad networks often don’t want publishers to see data for everything running on their sites. Now administrators can designate which advertiser records a Publisher can view. This is especially useful for ad networks that wish to exclude house and default ads from impression and performance statistics.

теперь, Русский (Now, Russian)
We’ve added the ability for users to select a language preference for our interface. We started with Russian, and will be adding more languages throughout the year. The setting is available on the Create User or Edit My Information pages.

If you speak or read Russian fluently and notice any errors, please let our Support team know!

Search by Demographic
Our global search field has been updated.  You can now search for ads by user demographics.

Site Owners: Are you prepared for a data breach?

Yesterday, the Online Trust Alliance released a Data Breach & Loss Readiness Guide. This guide addresses emerging security and privacy threats, and provides guidance for executives and organizations to ensure preparedness in the case of a data breach or loss.

From OTA:

In 2010, over 400 incidents were reported impacting over 26 million records for a cost to U.S. businesses of over $5.3 billion dollars.  Of these, 98% were a result of a server exploit; yet on analysis, 90% were avoidable if the recommendations outlined in the OTA report were in place.  OTA research and industry survey indicates the data reported is just the tip of the iceberg as a great majority of breaches continue to occur undetected or unreported.  While OTA encourages self-regulation and reporting, the trends outlined in the report suggest the need for broader transparency and self-reporting requirements.

The Readiness Guide includes an overview of data breaches and security risks in 2010, a set of questions executives sh0uld ask themselves, and recommendations for businesses of all sizes.  The timing of the release of this guide coincides with Data Privacy Day, this Friday, January 28th.  More information is posted at http://dataprivacyday2011.org/

ZEDO joined the Online Trust Alliance last year to work directly with member companies and government organizations to battle the ongoing fight against malvertising.  The OTA provides resources and guides for sites and networks to help secure their systems against malvertising.

Newspapers Jump on the ZEDO Bandwagon


Last week our CEO, Roy de Souza, announced that ZEDO is more capable than ever before of helping online newspapers cut costs and increase revenue. Not only do we have a suite of technology products for newspapers to choose from and use without switching ad servers, we now have an established team of expert ad operations specialists ready to take on any project or challenge from newspapers. We are happy to announce that, well, some newspapers heard us!

ZEDO is excited to welcome Omaha World Herald, The Daily Herald in Chicago (owned by Paddock Publications), and many more on board as our newest Advertising Technology customers. We look forward to helping these newspapers solve challenges, cut costs and keep their advertisers happy and coming back for more premium inventory.

Assistant Vice President of Paddock Publications, Kelly Bolyard, stated that, “ZEDO’s ad ops team is experienced with our ad server and works with us to make sure they understand our specific needs. As a result of our partnership with ZEDO, we never have to worry about being short on trafficking resources.”  Thanks, Paddock Publications!  Send us your trafficking work anytime, 24/7 and we will take care of it (same for all other newspapers out there too!).

So, are you a newspaper? Want to work with the only Advertising Technology provider dedicated to newspapers? Visit http://www.zedo.com/product/for-Publishers.htm to learn all about what we can do for you.

Contact us at: http://www.zedo.com/technology/switchToZedo.htm to let us know how we can help you have more options, more visibility, and make more revenue.


Newspapers, ZEDO is here for you.

With circulation of paper newspapers in decline since 2006 and traffic to online newspapers increasing, revenue from subscriptions has dropped significantly for newspapers. Now more than ever, newspapers are becoming increasingly dependent on online advertising. Enabling advertisers to reach their audience and promote their products and services, is still a main focus for newspapers – but the placement has transferred from paper to technology. This change has affected newspapers internally, and forced newspapers to hire technology minded staff in order to ensure advertisers that their ads will run effectively. Here at ZEDO we understand this. In response, we have become the only advertising technology provider dedicated to supporting and completely focusing on the online advertising needs of newspapers.

I believe that ZEDO is truly on the side of newspapers. Not only do we provide major newspapers around the globe with network optimization and ad network services, but we take the time to thoroughly learn about their industry. Newspapers such as the Omaha World Herald (in the US) and Malayala Manorama, Mid-day, and India Today Group (in India) are working with ZEDO because we understand their specific needs. We develop advertising technology solutions that can help newspapers cut cost, increase efficiencies, and make more revenue. We have built a dedicated team in-house to assist newspaper publishers 24/7 on any challenge that newspapers might have. Ad Operations is a key focus, as this is a continually challenging role to fill.

We have built an Ad Operations Service team of technology experts that are dedicated, 24 hours a day and 7 days a week, to newspapers. Newspapers can depend on ZEDO for affordable ad operations by outsourcing some or all of their ad operations and trafficking work flow (and do this without switching ad servers). This means that Newspapers can save money on hiring, training, and retaining ad operations professionals if need be and also depend on ZEDO during heavy work flow times when there is an overflow of ad operations work.

Also, we recently partnered with digital media consulting agency Maroon, and its Managing Partner Chris Tippie who was the head of the Yahoo newspaper consortium. Maroon has assisted us in connecting with newspapers that benefit from our cost cutting ad operations services. This partnership enables ZEDO to have first hand insight into the challenges that newspapers face, develop fitting solutions, and prove that we are completely dedicated to being a true partner to newspapers.

In addition to ad operations services, newspapers can also depend on ZEDO for rich media formats, an easy to implement self service system for direct ad sales, innovative ad serving, and a robust web-based UI platform that ad operations teams can use to manage every ad that runs on their site.

Learn more now by visiting: http://www.zedo.com/product/product-for-newspapers.htm

Read the press release at: http://www.marketwire.com/press-release/ZEDO-Inc-States-That-It-Is-a-True-Partner-for-Newspapers-1381669.htm

ZEDO hires Aashay Paradkar to lead new Ad Operations Services team

ZEDO, Inc., the advertising technology partner for publishers, has hired Aashay Paradkar to head up its new Ad Operations and Creative Services team. Paradkar will take over the Global Ad Operations Services team under Summer Koide, VP Product & Services at ZEDO.

Aashay brings with him over ten years of experience, most recently with Cybage Software, heading up a large staff providing ad operations and technical support to companies such as Operative, Pubmatic, Digital River and more.

“ZEDO’s suite of premier products, services and technology solutions is the need of the hour for top publishers and agencies today,” Paradkar said.  “Quality websites – including newspapers, magazines and video – already capture the attention of the audience that advertisers seek.  Our ad operations and creative services let these publishers focus on their core competency – bringing top quality content to their users 24 hours a day.”

ZEDO offers full service ad operations, as well as an overflow/insurance model to counter lumpy demand with static staffing. Ad Operations customers will have dedicated, trained staff, 24-hour customer support and a local account manager. ZEDO is proud to offer this cost cutting service to publishers, especially newspaper publishers, as well as many other innovative products and services.

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 http://www.zedo.com/technology/switchToZedo.htm

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.

Y

Want to learn more? Contact us at: http://www.zedo.com/technology/switchToZedo.htm

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: http://www.zedo.com/technology/switchToZedo.htm

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…