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ZEDO and the Network Advertising Initiative

I am happy today to announce that ZEDO has become a member of the Network Advertising Initiative, a coalition of over 90 online advertising companies committed to complying with self-regulatory standards that establish and reward responsible business and data management principles.

As I have increased my involvement in Consumer Privacy and Security here at ZEDO, I have been focused on ensuring best practice teams and processes to ensure that ZEDO customers and online consumers are well-protected.  At the same time, the industry has taken note of the growing concern over online privacy, and taken significant steps toward protection, with the formation of several groups and boards collaborating on self-regulation and privacy guidelines.

ZEDO’s continued to commitment to online privacy and trust is also noted in our recent achievement of the 2012 Online Trust Alliance’s Honor Roll.  We are proud to sit on this list with top FDIC, Ecommerce and Social Media sites, as well as other accomplished OTA members.

As a part of our membership with NAI, we offer consumers the chance to opt out of behavioral advertising from our clients using NAI’s Centralized Choice mechanism.

You can learn more about this on the ZEDO Opt Out page and in our Privacy Policy.

ZEDO Announces the ZINC Exchange!


There are many ways that publishers and advertisers can sell and buy ad space. Today, the easiest and quickest way for advertisers to buy is with an Ad Exchange. Advertisers like exchanges because they are more transparent than ad networks and are easy and fast to use. For advertisers, there are no more sales calls from publishers or network sales reps. Instead, they choose to buy on their time in a quicker and easier way than our industry has ever seen before. They also remain in complete control. Exchanges are a great source of efficiency for agencies and advertisers. ZEDO, as you may have read today, is launching ZINC Ad Exchange.

ZINC is now in private beta and will soon be open to use by any advertiser. ZINC is different and better than other ad exchanges. Other exchanges sell remnant non-guaranteed impressions on a mixed bag of sites. The ZINC Exchange features only premium, guaranteed inventory – you choose and buy the inventory you want. There isn’t any remnant inventory. This is because the only advertising inventory you’ll find on ZINC is high-quality sites such as newspaper publishers from across the country.  The ZINC Exchange will offer only high-visibility, premium advertising positions on community and metro market news websites. ZINC’s web based interface offers real-time management of campaigns, instant reporting access at any time, and aggressive pricing that allows advertisers to maximize their media budgets. Inventory availability is clear and transparent – agencies see real-time inventory and actual pricing.

ZEDO CEO Roy de Souza stated in a recent press release that, “The ZINC Exchange offers an easy way to see prices, create a media plan, and instantly buy high quality, brand-safe ad space. The ability to do guaranteed buys with even delivery across the campaign is attractive to brand advertisers and agencies. I am excited to launch the beta today.”

We are thrilled to announce this new way to buy advertising directly from sites, specifically newspaper sites. Please contact us if you want to join the beta at www.Zincx.com.

P.S. Come see ZEDO at ad:tech in San Francisco April 11-13 to learn even more about Zinc Ad Exchange: Meeting Room MR9 (Expo Hall level 2).


Untitled

Click to buy guaranteed placements on newspaper sites.


Part 1: Exchanges vs. Ad Networks: The agency perspective

A big question for me and the industry is whether exchanges are better than ad networks. What do you think? Let me start by comparing the two from the advertiser perspective. I am focusing only on brand advertisers, and ad networks that sell high CPM brand advertising on good quality, brand-safe sites.
When I first started talking to agencies, I was unsure whether they truly preferred buying from ad networks or exchanges. This is what I discovered: ad agencies prefer buying from exchanges. This is what they told me:

1.     “Chasing network sales reps is frustrating.”
When buying from an ad network, an agency buyer must call his sales rep and ask her for a proposal. The sales rep is usually out of the office at meetings and asks for a day or two to develop the proposal. After reaching 3-5 ad network sales reps, the agency buyer has to sit and twiddle his thumbs. Finally, he gets two proposals, but then has to chase the third ad network for the last proposal. This is frustrating. Meanwhile, the agency’s client is waiting for the media plan so that they can get internal approvals for it.

2.     “Comparing proposals is difficult.”
When he gets the proposals he has to compare them. But the proposals are submitted in different forms and list different sites.  You can’t compare apples to apples.  To compare prices and decide which proposal(s) to go with takes time and effort. Creating a media plan that looks good means one format for all the inventory. And still, the client is waiting for a media plan.

3.     “Ad networks don’t offer the transparency that my brand advertisers require today.”
Ad networks still list good sites — and lots of other sites. They usually don’t break out impressions per site. This means that agencies cannot be sure where their ads will run. True, they can use AdXpose or DoubleVerify to check what sites they are on when the campaign is live. But they prefer knowing the options up front and choosing the sites themselves.

4.     “With exchanges, we get more control over creating the plan.”
Many of my team thought that agencies would prefer ad network sales reps to do all the work, rather than have to go online, find sites and look at prices and availability themselves. They asked why an agency would bother doing the work when an ad network sales rep is ready and willing?

Curiously, it turns out that agencies want control. They like to have control at their fingertips. They like to build up their own plan piece by piece and feel proud of what they do. If someone else does it for them, it takes them less time but they lose control.

5.     “Ads go live faster on exchanges.”
Ad networks can often get a campaign live within a day or so of the final approval from the agency. But agencies say that clients give them final approval at the last minute, just hours before the campaign is supposed to go live —  then call again, hours later to find out if it is live and how it is doing. Exchanges have an advantage: they can go live instantly, and data comes back instantly. Networks often do not provide instant real-time ability to go live or instant data.

6.     “We want to do optimization on our own.”
In my experience, I have found that agencies prefer seeing all the data in the exchange with their own eyes, and then doing the optimization. They don’t trust that the ad network understands or cares about their campaign goals well enough to optimize well.  Some worry that the ad network may even put them on poor sites because they have committed a certain dollar spend to those sites. They are keen on seeing performance data per site, per creative, and optimizing campaigns themselves. And I think that they probably do a far better job because they care more and they have more time.

7.     “I want up to date reporting at any time.”
Most ad networks don’t have the sophisticated technology to do real time reporting. They provide reporting for yesterday and send it once per day. Agencies prefer exchanges where they can go online at any time of the day or night and see up-to-the-minute data.

Remember, I am talking about two things:

  • Agencies that buy brand advertising
  • Ad networks and exchanges that sell high-quality, brand-safe sites


I believe that if agencies can buy the same sites from an exchange that they can buy from an ad network, they prefer buying from an exchange. It’s easier, they maintain control and less can go wrong. Exchanges win. I think that from the advertiser point of view, exchanges win and high end brand networks may just die.

In my next post, I’ll discuss the publisher side of this debate.

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 www.ZEDO.com or contact us at salesinfo@zedo.com.

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: http://www.zedo.com/product/yieldOptimizer.htm.
To try this revenue generating technology, click here: salesinfo@zedo.com