We have taken security very seriously lately on the ZEDO ad server. In fact, we have three major concerns for our customers and partners:
- resisting all the fraud, malware, and piracy problems that have plagued the industry since it began, and offering our customers a clean supply chain.
- Making sure our technologies load quickly and do not slow page load times for publisher partners
- Ascertaining the brand safety of the sites where our ZINC ads appear.
Every month we roll out technical updates that contribute to these goals.
This month: for page load times, we are migrating to Gecko ad tags, to allow our publishers to run two of our innovative formats simultaneously . Gecko is an ad serving tag that is designed to have seamless capability to serve different formats and innovations. It can be configured to serve one or more ad formats per page view, such as a standard 300×250, a 728×90 InView panorama and an InArticle video for one tag call.
For brand safety, we have partnered with AmplifyReach. We have started the process of categorizing Page URLs of various sites from our inventory pool into first level IAB categories. We also store brand safety score for each URL as identified by AmplifyReach. We are learning every day how to make our inventory safer for advertisers.
We have added the capability to monetize secure sites. We saw that a number of publishers from our inventory pool going secure had increased lately, and if we get a request from a secure site, we send a secure flag in the BID request to all the DSPs. Because non-secure scripts cannot run on secure sites (the browser returns an error) this flag is important. By passing this flag DSPs know that they have to send down secure Ad Code if they bid and win.
We continue fighting the good fight to protect advertisers while increasing revenue for publishers. This has become a very complex endeavor, but advertisers are cutting the number of sites they will appear on and publishers have begun enforcing greater security as well. Vendors who cannot bring adequate security and brand safety to the table will be cut from both premium inventory and ads from quality brands.
For years we have been predicting that things in the digital advertising industry will improve so everybody gets better results, and we think this year it is finally happening. This will be good to everybody. The premium publishers will make more money, and the advertisers will get better results.