ZEDO THIRD GENERATION AD SERVING ARCHITECTURE FINDS APPROVAL FROM INDUSTRY EXPERTS

ZEDO THIRD GENERATION AD SERVING ARCHITECTURE FINDS APPROVAL FROM INDUSTRY EXPERTS

San Francisco, Calif. – March 14, 2002 – ZEDO, Inc., the leading Third Generation Ad Serving Company today announced that it is achieving recognition for its new Third Generation architecture for serving Internet advertising.

Serving billions of advertisements on the Internet poses significant challenges for ad technology companies. Serving ads requires control of: which ad is served to which page, which ad is seen at what time, which ad is seen in which country, and other factors. Traditional, second generation ad serving technologies were implemented by deploying server farms, which communicated directly with millions of browsers in real time to provide this control. These infrastructures required significant investments in hardware and human resources to support them. Modifying and upgrading such systems continues to be laborious.

In its new architecture a smart ZEDO ad tag on the browser provides all of the control needed to serve an ad, without the need for large server farms.

“ZEDO has developed an architecture that distributes ad serving control to improve the serving of advertising across the Internet. says Alfredo Botelho, Internet technology visionary and CTO of ZEDO, Inc. ZEDO moves the industry forward from antiquated and expensive server farms to streamlined fully distributed ad serving. This provides advantages in scalability, cost and flexibility. The scalability allows ZEDO to serve billions of ads at low cost. The architectural flexibility allows ZEDO to quickly develop new features and formats for customers.

ZEDO’s architecture is receiving increasing acceptance from industry experts:

“ZEDO’s architecture leverages content delivery and caching to make ad delivery as fast and as scalable as possible, says Peter Danzig, Technical Advisor to ZEDO and former VP of Technology of Akamai Technologies.

“Second generation ad serving systems have inherent scalability challenges which lead to high cost-structures. says Sandeep Nawathe, the former CTO of Ad Force, Inc., a major second generation ad serving company, and Founder and CTO of Full Degree Corporation. At Ad Force we had to maintain hundreds of servers in multiple countries across the world. As the volumes grew ever higher, this architecture became slow, difficult to maintain, and expensive. ZEDO’s Third Generation Ad Serving architecture will finally provide the Internet with the quality of scalable ad technology it needs.

ABOUT ZEDO

ZEDO is the leading provider of Third Generation Ad Serving(TM) technology for today’s online advertising and eCommerce needs. ZEDO uses a unique proprietary architecture that is fast, scalable and is highly flexible in meeting customer needs. ZEDO currently leads the industry in fully featured, cost effective, ad serving for Internet publishers and advertisers. Its full feature set is presented in an intuitive and highly acclaimed graphical user interface. ZEDO technology includes advanced time of day and broadband targeting, full analytics and conversion tracking (including tracking conversions from Overture and Google buys) that help companies generate more revenue from Internet advertising.

For more information on ZEDO go to http://www.zedo.com. ZEDO is a global company with headquarters in San Francisco and offices in the UK and India.

Press Contact
Jan Freeman, 415.348.1975

ZEDO OFFERS ONLINE PUBLISHERS FREE SERVING OF ‘UNSOLD’ ADS

ZEDO OFFERS ONLINE PUBLISHERS FREE SERVING OF ‘UNSOLD’ ADS

ZEDO SIGNS StreamCast NETWORKS’ MORPHEUS AND OTHERS;
AND NOW SERVES UPWARDS OF 6 BILLION ADS A MONTH

San Francisco, Calif. – January 14, 2002 – ZEDO, Inc., the leading Third Generation Ad Serving Company, today announced that “unsold” ads would be served for publishers at no charge. This includes unsold house and default ads run by the publisher. The company also announces major new contracts with StreamCast Networks, creators of Morpheus, Boston Media and Shoxygen.com, Silicon India, Nutrio, and others, to serve over 6 Billion ads a month. Other major customers will be announced in the next few weeks.

“We are pleased to welcome our new clients and to announce that we now serve over 6 billion ads a month. The efficiency of ZEDO’s architecture allows ZEDO to provide the pricing and pricing structure that customers want — such as not having to pay for the serving of unsold ads,” said Roy de Souza, CEO of ZEDO. “Publishers only pay ZEDO for ad serving when they are making money from the ads served – this is what our customers need to succeed in today’s market. ZEDO is undoubtedly the future of worldwide ad serving as the Internet continues to grow rapidly.”

“ZEDO gives us the functionality to better service our advertisers with the ability to target, traffic and report vital information allowing StreamCast Networks to optimize campaigns and reach desired audiences,” said Trey Bowles, Director of Sales and Marketing StreamCast Networks (http://www.musiccity.com). “ZEDO provides substantial cost savings to StreamCast because we do not pay for unsold ads.”

In addition to low prices and free serving of unsold ads, ZEDO’s Third Generation Ad Serving provides up to 10-times faster serving speeds compared to centrally served ads. ZEDO’s unique architecture allows for customer-specific features and immense flexibility including the reporting of how long ads are visible on a page; off-line ad serving; easy to use pop under serving with accurate frequency caps; and more. ZEDO’s Third Generation Ad Serving, styled after the efficiencies of high end peer-to-peer data transfer, is the most advanced and cost-effective serving system available on the market.

ABOUT ZEDO

ZEDO is the leading provider of Third Generation Ad Serving(TM) technology for today’s online advertising and eCommerce needs. ZEDO uses a unique proprietary architecture that is fast, scalable and is highly flexible in meeting customer needs. ZEDO currently leads the industry in fully featured, cost effective, ad serving for Internet publishers and advertisers. Its full feature set is presented in an intuitive and highly acclaimed graphical user interface. ZEDO technology includes advanced time of day and broadband targeting, full analytics and conversion tracking (including tracking conversions from Overture and Google buys) that help companies generate more revenue from Internet advertising.

For more information on ZEDO go to http://www.zedo.com. ZEDO is a global company with headquarters in San Francisco and offices in the UK and India.

Press Contact
Jan Freeman, 415.348.1975

ZEDO Welcomes Lawrence Braitman and Esther Dyson to Its Board of Directors

ZEDO Welcomes Lawrence Braitman and Esther Dyson to Its Board of Directors

Yahoo! Finance
December 18, 2001

SAN FRANCISCO, Dec. 18 /PRNewswire/ — ZEDO, Inc., the leading Third Generation Ad Serving company, today announced Lawrence Braitm an, the co-founder of the Flycast Network and Esther Dyson, the Chairman of EDventure Holdings, have joined the ZEDO Board of Directors.

“We are delighted that two leading industry figures have joined the Board of ZEDO,” said Roy de Souza, CEO of ZEDO. “ZEDO’s Third Generation Ad Serving inspired by high end peer-to-peer architecture, is cost effective, scalable, high speed and has immense flexibility for customer specific features. The support of such key individuals demonstrates the power of ZEDO’s technology to today’s I nternet.”

“ZEDO’s solution is tailor-made for the current Internet advertising environment,” said Mr. Braitman. “By avoiding capital-intensive and maintenance-intensive centralized ad serving technology, ZEDO’s distributed platform gives it an inherent cost advantage in providing superior ad serving. Cost conscious publishers and advertisers are finding that by switching to ZEDO they can red uce their ad serving costs by upwards of fifty percent.” In 1996, Mr. Braitman co-founded the highly successful Flycast Network, an online advertisin g technology and network, purchased in 2000 by CMGI in a stock transaction valued at $2.1 billion. Lawrence Braitman serves on the Board of Firewhite, Inc., a provider of tools for deploying, securing and managing mobile applications.

“I’m enthusiastic about ZEDO because it uses ‘buzzword technology’ — decentralization and T hird Generation edgeServing(TM) — to deliver real-world benefits such as low cost, reliability and scalability,” said Esther Dyson. “Also, ZEDO is the kind of company I love to support: a market-challenging start-up that kno ws how to stay focused and efficient.” Esther Dyson, high-tech luminary and pundit, is the chairman of EDventure Holdings, which pu blishes a monthly newsletter, Release 1.0, and sponsors the premier high-tech conferences, PC Forum in the U.S. and High-Tech Forum in Europe. Ms. Dyson serves on the boards of WPP Group, Manugistics, Audumbla, Sourceree and TrustWorks , among others.

Advertwizard.com Zedo 3G Ad Serving Launch in Europe through Advertwizard

Advertwizard.com Zedo 3G Ad Serving Launch in Europe through Advertwizard

advertising-uk.co.uk
November 8, 2001

This month sees the European launch of ad serving technology company ZEDO. The introduction of ZEDO, whose service is offered via a strategic partnership with UK based internet marketing solutions company AdvertWizard, makes available ad serving technology powered by Edge of Network Serving.

ZEDO’s technology, with its fully distributed architecture gives publishers and advertisers greater reliability; serving ads at a speed of upto five times greater than average, and enhanced performance tracking and XML repor ting – ensuring ease of use and state of the art accountability to advertisers.

ZEDO’s architecture also significantly reduces ad-serving costs for publishers while enhanci ng core targeting on hard to target web pages. ZEDO will offer this service from as little as $0.15 per thousand impressions for larger pub lishers.

Roy de Souza, CEO of ZEDO said “We are delighted to be launching our service in association with AdvertWizard to the European market where we are excited to be offering advertisers a far more advanced technology at a much ch eaper price than that currently available”.

Marcus Exall, MD of AdvertWizard said “Teaming up with ZEDO wasn’t a difficult decision for us to make as they offer a greatly advanced and more accountable service, as well as the best prices in the market. We are sure they will make a great impact in the ad serving market that is probably sufferin g from a far greater level of consolidation than is healthy for ad serving customers..”

Zedo Ad-Serving Technology Puts Consumers in Control

Zedo Ad-Serving Technology Puts Consumers in Control

By Sarah J. Heim
July 23, 2001

Web Surfers Choose the Types of Banners They Want and Don’t Want

Web surfers are used to being in control: They pick the content they want to read, listen to the MP3s that suit their tastes and chat online with like-minded Netizens. But when it comes to banner ads, consu-mers have had little say in the kinds of ads delivere d to them.

All this might change as San Francisco-based Zedo turns the ad-serving model on its ear. Rather than collecting data on users’ behavior or making guesses about which ads might inter est Web surfers, the 4-month-old company is handing the ad-serving reins to consumers.

“On the Internet, each person is in control of his or her own destiny,” said Zedo president and CEO Roy de Souza. “So we said to ourselves, ‘Let’s ask the consumers what [ads] do they want?’ ”

Zedo’s ad-serving technology runs on the client side, which means that Zedo does not gather or store data about individual users like ad-serving giants DoubleClick and Engage do. The company has developed two products specifically for Web publishers, edgeServing and self Targeting.

EdgeServing is an ad-delivery infrastructure, whereas selfTargeting is the technology that p uts the consumer in the driver’s seat. SelfTargeting can be used with the edgeServing infrastructure or with other existing ad-serv ing technologies.

When a user visits a selfTargeting-enabled site, a pop-up menu asks the user to select an ad channel. These channels most often consist of the publisher’s most saleable inventory, such as ads fr om the automotive, music and electronics industries.

After a user picks one of the channels –say automotive– the individual will then only see car ads. Along with giving the power of selection to the user, selfTargeting also enables Web sites t hat have high reach, yet a disparate user base –such as chat and news pages– to pinpoint users’ interests without relying on compl ex cookie-based data.

Zedo recently signed a deal with the ezboard community Web site. Earthlink and RealNetworks are currently testing the new product.

Zedo and the Art of Customer Maintenance

Zedo and the Art of Customer Maintenance

By Steven M. Zeitchik
July 11, 2001

The ad-technology startup polls Web surfers about the types of ads they want to see online. Is this a better approach to the banner?

It’s easy to dismiss ad-technology startup Zedo as quaint. For one thing, the company hopes to build its business around the ad banner. For another, it polls Web surfers about the types of ads they want to see online, and it’s raised only $2.5 million in funding.

But Zedo might be the first technology firm to realize that your mother was right: If you want something, even click-throughs for banner ads, you should ask for it politely. “The fundamental power of the Internet is that consumers are in control,” says Zedo President and CEO Roy de Souza. “So rather than follow them around and find out they read CNN or they look at this and that, which is expensive and not terribly effective, we just ask them.”

The 4-month-old service works like this: When a Web surfer visits a site served by Zedo, which has signed deals with Lycos and Excite, a menu drops down from the banner ad offering a range of product categories. After a user makes a selection, the site serves ads only from that category. Users can change channels any time, and if they don’t, the system will prompt them to do so after 30 days.

The point of it all – apart from creating what Zedo hopes will be a more reliable targeting device – is to give Web users a sense of investment in the ads they see. “Advertisers don’t really care whether a customer finds an ad hot,” de Souza says. “They just want customers to feel involved.”

Zedo isn’t the first ad company to try to shuffle the deck; we’ve seen a number of variations on the standard banner ad, starting with the simple pop-up. Eventually, advertisers made the pop-up more nimble, moving it around the screen, so after closing the ad, users felt as if they’d just played a game of digital Whack-A-Mole. Advertisers then enlarged the ads and put them in the middle of a Web page, instead of at the top. And lately, companies like digital-camera outfit X10 have experimented with the pop-under, a sneakier version of the pop-up that opens another window below the Web browser.

Much of the experimentation is the result of the banner’s failure to live up to what, in hindsight, seems like unrealistic expectations. Advertising has long relied on a kind of fuzzy logic. For years, nobody knew exactly how, or if, ads reached their targets. Then came the Web, and its attempt to quantify exactly how much attention was being paid to each ad. Needless to say, advertisers quickly became disappointed, which is where Zedo comes in.

The notion of asking people what they want to see doesn’t abandon the Web’s raison d’etre of personalization and targeted tracking. But by allowing a degree of murkiness, it’s also a throwback to an earlier time. It doesn’t claim to track with needlepoint accuracy, but rather just to get a general impression of what users prefer. It doesn’t care much whether users like the ads; it just wants to create a vague sensation of “involvement.” And, perhaps most importantly, it doesn’t overtax users – Web surfers aren’t forced to show a high degree of interest by clicking through to an ad; they’re just asked to name their interests.

In these somewhat frigid economic climes, it’s anyone’s guess whether Zedo will survive. Its model certainly makes a lot of assumptions, not the least of which is that consumers care enough about ads to make conscious choices about them. But the company’s attempt to customize without overreaching may be met warmly. It certainly seems wiser than popping windows under your Web browser.

Z is for Zedo

Z is for Zedo

By Ken Liebeskind
March 26, 2001
View the Article

Z is for Zedo, the company that has developed a new Web ad serving technology that lets user s choose the type of ads they’d like to see on a site.

Zedo Self Targeting is the application developed by the company, which is sold to companies to install on their sites. Zedo’s first big customers are Cybereps, the Internet advertising rep firm and Talkcity.com. Go to their sites and “Zedo pick your ad” appears on the home page. Mouse over it and a menu drops down with a series of product categories. After users select a category they will only see those kinds of ads whenever they return to the site or any other site served by Zedo. If the site hasn’t sold enough ads in that category, they will see general ads from a run of rotation.

The product categories Zedo offers are computing, entertainment, electronics, autos, home, vacation and travel, special offers, fashion and personal finance.

“Advertisers are looking for something different because there needs to be a new way of doing it,” says Roy de Souza, Zedo’s CEO. “It’s simple for advertisers because customers choose their category.”

It’s a major change from the way ads are typically sent to users by large ad servers like DoubleClick whose click stream technology profiles users based on their Web activity and sends them related advertising. “They track user behavior on the Net, which is a privacy issue that is wrong and unethical,” says Mike Warsinske, CEO of Cybereps. “Zeno’s self serving technology is better and more in line with how advertisers traditionally purchase advertising.”

He compares the Zeno system to opt-in email, since users “tell you what they want to see.”

He also says it provides a selling point for his sales reps who can sell advertising that is requested by users. “It gives you a qualifying premium you can sell to advertisers,” he says.

When asked what sites he’d use Zedo on, he specifically mentioned Fgn.com, a portal game site and totalwoman.com. “Potentially it could go across all properties,” he says.

Warsinske also says Zedo offers “a good pedigree from a financial standpoint.” The privately held company received $2.25 million in first round investment from Artiman Ventures and Esther Dyson. De Souza says, “We’re just about to close another round.”

The company, with a home base in San Francisco and engineers working in India, was founded in 1999.

Its only problem is timing. It is introducing a new ad serving technology when there are few ads to serve because of the dot-com fallout.

Paying with attention

Paying with attention

By Rafe Needleman
Red Herring
March 19, 2001

Roy de Souza, CEO of Zedo, has a good idea, but bad timing. Zedo’s services increase the effectiveness and performance of online advertisements. Unfortunately, the very foundation of online advertising is currently out of favor. If your crystal ball says not to write off Web ads just yet, you should know about Zedo. If not, skip today’s column.

Zedo has two main elements. First is the serving model: Zedo uses the Akamai network to serve images, so the company’s cost structure is lower than DoubleClick’s, which supports its own server network.

The bigger difference is that Zedo’s servers don’t perform the work of targeting specific ads to particular users. Instead, users select an advertising “channel” (like Automobiles or Entertainment) on the sites they visit — the system can even be set so a user must choose a channel to get the selection menu to close. Roy says Zedo makes users more receptive to the advertisements, and that his targeting is more accurate. Potential customers are services with a wide range of users: Web-based email and general news sites, for example. Highly targeted sites don’t have the broad ad mix to exploit the service.

The startup has raised $2.25 million in one round.

Zedo.com launches opt-in banner advertising

Zedo.com launches opt-in banner advertising

March 26, 2001
(Translated from Italian)

The American ad serving company ZEDO.com has created a new and original method of distributing targeted banner ads that allows users to view advertisements targeted to their interests.

The new system called selfTargeting™ is a technology based on the preferences of users to select a preferred category, product, or service to see advertisements in. This preference appears when a user clicks the icon “choose your ad” when they are viewing any banner ad served by ZEDO.com. The innovative element of selfTargeting™ is that it transforms users into an active population, and responds to the choices of consumers, which makes the ads more efficient and economical. When an advertiser chooses to advertise through traditional banner advertising, there are high costs for many views of an ad, which will usually be wasted on people who are not interested with the content.

With ZEDO’s ad serving system, the advertiser faces less expense, because the number of ad views is less, while at the same time more highly targeted and effective.

ZEDO’s selfTargeting™ technology represents an interesting attempt to gain credibility in web advertising, which has been waning in recent months.

ZEDO Welcomes Lawrence Braitman and Esther Dyson to Its Board of Directors

ZEDO Welcomes Lawrence Braitman and Esther Dyson to Its Board of Directors

San Francisco, Calif. – December 18, 2001 – ZEDO, Inc., the leading Third Generation Ad Serving company, today announced Lawrence Braitman, the co-founder of the Flycast Network and Esther Dyson, the Chairman of EDventure Holdings, have joined the ZEDO Board of Directors.

“We are delighted that two leading industry figures have joined the Board of ZEDO,” said Roy de Souza, CEO of ZEDO. “ZEDO’s Third Generation Ad Serving inspired by high end peer-to-peer architecture, is cost effective, scalable, high speed and has immense flexibility for customer specific features. The support of such key individuals demonstrates the power of ZEDO’s technology to today’s Internet.”

“ZEDO’s solution is tailor-made for the current Internet advertising environment,” said Mr. Braitman. “By avoiding capital-intensive and maintenance-intensive centralized ad serving technology, ZEDO’s distributed platform gives it an inherent cost advantage in providing superior ad serving. Cost conscious publishers and advertisers are finding that by switching to ZEDO they can reduce their ad serving costs by upwards of fifty percent.” In 1996, Mr. Braitman co-founded the highly successful Flycast Network, an online advertising technology and network, purchased in 2000 by CMGI in a stock transaction valued at $2.1 billion. Lawrence Braitman serves on the Board of Firewhite, Inc., a provider of tools for deploying, securing and managing mobile applications.

“I’m enthusiastic about ZEDO because it uses ‘buzzword technology’ — decentralization and Third Generation edgeServing™ — to deliver real-world benefits such as low cost, reliability and scalability,” said Esther Dyson. “Also, ZEDO is the kind of company I love to support: a market-challenging start-up that knows how to stay focused and efficient.” Esther Dyson, high-tech luminary and pundit, is the chairman of EDventure Holdings, which publishes a monthly newsletter, Release 1.0, and sponsors the premier high-tech conferences, PC Forum in the U.S. and High-Tech Forum in Europe. Ms. Dyson serves on the boards of WPP Group, Manugistics, Audumbla, Sourceree and TrustWorks, among others.

ABOUT ZEDO

ZEDO is the leading provider of Third Generation Ad Serving(TM) technology for today’s online advertising and eCommerce needs. ZEDO uses a unique proprietary architecture that is fast, scalable and is highly flexible in meeting customer needs. ZEDO currently leads the industry in fully featured, cost effective, ad serving for Internet publishers and advertisers. Its full feature set is presented in an intuitive and highly acclaimed graphical user interface. ZEDO technology includes advanced time of day and broadband targeting, full analytics and conversion tracking (including tracking conversions from Overture and Google buys) that help companies generate more revenue from Internet advertising.

For more information on ZEDO go to http://www.zedo.com. ZEDO is a global company with headquarters in San Francisco and offices in the UK and India.

Press Contact

Jan Freeman, 415.348.1975