Making the ad industry supply chain safe is going to involve getting rid of some middlemen who opportunistically take advantage of speed and automation to make the industry dangerous for all of us honest players. Yahoo’s recent experience with malware raised the awareness of the advertising industry to the dangers of using too many vendors. It is now impossible to ignore how much ad fraud is still going on, and although the work of the Trustworthy Accountability Group (TAG), a cross-industry initiative, is just getting started, wary publishers are already looking for a way to guarantee a clean supply chain as advertisers ask all sorts of questions..
Fortunately, we anticipated the move to consolidate vendors, although we thought that would be more for cost and time saving, rather than for security. That’s why we developed the platform to link our high impact format buyers on ZINC to our private network and our publisher ad server at ZEDO. Our platform was designed in response to requests by Agency Trading Desks for a private, direct way to buy high impact formats on premium publications with the transparency of direct buying and without the risk of an insecure supply chain.
Here’s how it works:
We have a secure buying platform that an agency trading desk can log into that includes a private exchange only for our unique ad formats. We built the exchange especially for differentiation, and for higher performance than most digital ads, but now we realize we have an important message about security, because on the supply side, the supply comes only from the ZEDO publisher ad server. Because we’re a large publisher ad server, and have been one for so many years, we can provide our own fill — we can create all the impressions on the publisher page. We don’t buy from anyone else, so no bad stuff can be introduced, and thus we service both ends of the ecosystem.