ZEDO Advertising Technology Updates – May 2013

Infinite End Date for a Campaign:

Usually remnant and house ad campaigns are long running with only the creatives changes. Most of the users want such campaigns to never end.

With this feature we will allow users to set the end date of the campaign to infinite. This will enable user to serve house ads and filler ads forever without worrying about serving blank ads due to campaign expiry.

The below screenshot display a button next to Campaign end date which can be toggled to enable/disable end date to make the campaign infinite.

Other upgrades:

  • Improvements to the exclude a channel from channel set / remove from channel list from create ad channel targeting functionality.

  • Important database upgrade to support double byte character support.

  • Quick links to jump to ad tag generator page from campaign manager page as shown below

ZEDO Advertising Technology Updates – April 2013

Country Forecast Report

We have now added forecasting by country to the Inventory Forecast Report.  This includes a country-by-country breakdown of total, sold, reserved and available inventory. This is useful for allocating impressions and allows your sales team to monetize inventory based on countries.

3rd Party Research Vendor support for VAST

You can now insert single-line 3rd-party research vendor tracking tags to track VAST ads externally.

Activity Targeting Enhancements  

Activity Targeting now includes support  for “NOT” logical operator and an improved

user interface to easily select and create logical expressions, This feature can help you understand the sequence in which the expression will be evaluated.

Integrated Security Screening with The Media Trust

Running an unknown 3rd-party tag through your network without  proper verification could risk your reputation in the market. Get this scanned with The Media Trust’s scanning solution in your ZEDO account.

ZEDO, in partnership with Mediatrust, has added an ability to scan 3rd-party ad tags uploaded in ZEDO system. This is a premium feature and will be available at the Advertiser and Campaign level.

Upon activating this for an advertiser/campaign, all the 3rd-party tags will be put for scan in Mediatrust. ZEDO support team will send you detailed report for any suspicious activity found for these tags and help you curb these issues before they spoils your relationship with your publishers or site users.

 Please contact your Account Manager to learn more.


InView Ad Tags

Our popular InView and StayOn ad formats have been a hit with advertisers and publishers.  Advertisers love the innovative, viewable unit, and Publishers love the integration with their site and supplemental inventory.

You can now generate ad tags for this High Impact Format directly in the ZEDO Ad Tag Generator.


Scheduled Reports

You can now edit the Subject Line and Message body for all Scheduled Reports.


ZEDO Advertising Technology Updates – February 2013

VAST event report enhancement

Previously, the VAST event report we showed data up to the previous day – you had to wait for another day to check the current day’s event data. We now include the current day’s data in the report, and as it’s updated hourly, you can get the most current VAST events data at any time.

Separate Test Ad for backup ad

You can now test both the primary and back up ads – for all ad types – when trafficking.

VAST Event reporting in Report Builder

We have added VAST events as parameters in the Report Builder – you can now create your own custom reports for VAST events

State/City level data in performance report

You used to have to use Inventory reports to see state and city level data. Now, Performance reports will also show country, state, and city data, even if no ad is targeted to the particular geographic region. This will allow users to run any performance report (Advertiser, Campaign, . . . etc) for a country, state, or metro.

Iframe buster for Slider Ads

This improvement will allow users to slider ads using iframe tags. This was previously possible using JavaScript tags only. Just select the check box as show in the screenshot below:

ZEDO Advertising Technology Updates – March 2012

Customized reports by Campaign
You will be able to specify which fields your advertisers can see in campaign reports.

  • Activate Custom Reporting for the campaign
  • Choose reporting metrics [Show: impressions/clicks/actions/revenue] for “custom reporting” campaigns for advertiser roles

Passback for VAST ads
Users can enable pass backs in the Create ad form for VAST ads, and generate Pass back VAST tags. This helps you work with  Video ad networks and monetize revenue by serving the next possible ad when an ad network does a passback.

Ad performance information for Channel Sets
When adding / removing ads from a channel set, it’s impossible to determine which ads to chagne without seeing which ads are serving. By bringing a mini ad dashboard to the edit channel set page, you can now use this important context when deciding which ads to turn off.

Targeting details on targeting icons
The targeting icons on the ads dashboard and rank ads pages will show the targeting details on mouse hover on the icons.

Campaign rate in pacing report
Pacing Report will now have a column to display campaign rate.

Disable Schedule Reports for Ad Trafficker users
Default ad trafficker can now disable schedule reports created by any user.

Editable Action Cookie Lifetime
Users can now define a different cookie tracking time for actions created for a campaign/advertiser.

ZEDO Advertising Technology Updates – February 2012

February’s been good to us and our ad server!  Here’s a look at what we released so far this month.

Improved Search
We added the ability to search by IO (Reference number) in Global Search and Ad Search.

Introducing Ad Retirement
A new status has been added for ads that stopped serving 12 months ago. This is a maintenance measure to improve the performance of channel and channel set edits.  Contact Support for more details about automatic ad retirement and how this might affect you.

Campaign Level Pacing Graphs
We added Deviation & Pacing indicator for ads in campaign-limited campaigns.

By Popular Demand!
Single Page Ad Trafficking:  We updated the Create Ad page to display all all placement information in one screen (vs. separate tabs).

Clone Ads in Campaign:  We also added the ability to clone ads in a campaign as a step in the campaign cloning process!

Passback Impression Data
Passback Impression Data has been added to the Adhoc Reporting database

API v.4 Update
Added two new fields to API v4: Campaign level impression limit and Campaign I/O

ZEDO Advertising Technology Updates – 2012's First

We’ve been a bit too busy to update you monthly, so here’s a quick snapshot of some of the feature highlights from the end of the year.

Bulk Clone Ads – by popular demand!
Select multiple ads from a campaign and clone them with a single click (wuuuut?).  This is a huge time saver for cloning campaigns.  We plan to extend this in early 2012 to make it even easier to clone ads while cloning campaigns.

Targeting Icons added to Campaign Manager screen
A new column now shows all the targeting options applied to an ad.

Campaigns restriction for Advertiser User Accounts:
You can now specify individual campaign access for Advertiser accounts. This is useful when you want to restrict Advertisers from viewing data and reports of campaigns.

We’ve been a bit too busy to update you monthly, so here’s a quick snapshot of some of the feature highlights from the end of the year.

Bulk Clone Ads – by popular demand!
Select multiple ads from a campaign and clone them with a single click (wuuuut?).  This is a huge time saver for cloning campaigns.  We plan to extend this in early 2012 to make it even easier to clone ads while cloning campaigns.

Targeting Icons added to Campaign Manager screen
A new column now shows all the targeting options applied to an ad.

Campaigns restriction for Advertiser User Accounts:
You can now specify individual campaign access for Advertiser accounts. This is useful when you want to restrict Advertisers from viewing data and reports of campaigns.

Tearsheets Updates
ZEDO’s new tearsheet tool shows ads directly on a website.  The illustration below shows a quick links menu which appears when you mouse over the ad. Activate by clicking “Tearsheet”.

Billboard Ad format

IAB Billboard is one of six new IAB Rising Stars formats.  We have added a custom ad template for these ads.  The custom template is available on the Create Ad Page, using the Custom Code Generator link.

Cost-Per-Day (CPD) Properties in Ad Hoc Report Builder
Customers can now create an Ad hoc report template for CPD campaign reporting by including CPD properties such as “Days Targeted,” “Days Delivered,” and “Minimum Threshold” applied to the CPD campaign.

Inventory Forecast Report Improvements
Added a Quick Summary table in Inventory forecast report.

This summary displays the total Sold and Available impressions across your network or for certain channel / dimensions.  “Available” here includes any campaigns trafficked as Excess (remnant).

Inventory Forecast Reports also include a filter for Browsers.  Use this new filter in Inventory forecast reports to run forecast reports for various web browsers (limited to those available for ad targeting).

We also expanded the set of browsers to which you can target an ad to include the following new options:

  • Opera mini and Opera mobile in iPad, Android and other mobile devices
  • Internet Explorer version 9.x
  • Firefox version 4.x, 5.x, 6.x

Auto close time for Slider Ads
You can now set the auto-close time for ZEDO Slider Ads.  The default is 10 seconds.

More Options in Reach Frequency Report
We now support Reach frequency reports for Ad dimension, City, and State level data.

VAST ads using API’s
Users can now create VAST ads using ZEDO API

Support for Flash files with Multiple Click Tags
We have modified our create ad templates to accept and assign multiple click tags for the uploaded flash files as shown below:

This is supported for all templates that accept flash files.

Drag and Drop Creative in Create Ad
Users can now just drag and drop their creative from the desktop to the create ad form as shown below:

Processing Time Display
We have added live ad processing updates in Advertiser, Channel, Campaign, and Create ad confirmation page.

This feature will provide updates on the last processing start time and next ad processing schedule (useful when planning the launch of newly created ads for ad traffickers.)

Passbacks Excluded from Totals
We will now exclude passback impressions from the total impressions for ad networks in the ad network dashboard and profit reports.

This will help help optimization by reducing the discrepancy caused by passbacks.

Why Am I Serving Blanks?
We have also added basic explanations for blanks/default ads on the Rank Ads page.
A new messaging system shows you some reasons why blanks/default ads might be serving on a slice of inventory.  We are also making it more clear when fillers won’t serve, and why.

Admin Tab
The Users Tab has been renamed and repurposed to an Adminstrative panel.  Here, you’ll find a new subtab called “Setup”.

You can now set individual and account-wide preferences for various settings, including:

  • Ad and Campaign setup
  • Channel Setup
  • Advertiser preferences
  • Ad Tag options

We have big plans to expand this to many more individual and account-wide settings in 2012.

Pre-Book Orders (Reserve Inventory)
You can now prebook, or Reserve ads for an advertiser.. Reserved ads will be accounted for in Inventory Forecast reports, but will not go live until confirmed by ad operations.

Targeting Templates
Targeting Templates have been introduced to make it easier for ad operations to set up multiple ads with similar targeting requirements.

Alert Me When My Ad Is Live
SMS or Email alerts and updates about each stage of ad processing until it goes live.

Make More Revenue Without Changing a Thing

As you know, ZEDO is an Advertising Technology partner for publishers.  We have multiple products and services for publishers, especially newspaper publishers, to choose from and use seamlessly together on one web based platform.  We are widely know for our complete and innovative ad server, which publishers use to manage their direct ad serving needs.  We are also helping tons of publishers make more revenue with our yield optimization technology, RevMax.  However, if you are not a ZEDO customer, changing ad servers and/or network optimizers can be a time consuming process.  We get that.  So we have developed an arsenal of tools that publishers can use, without changing ad servers or network optimizers, to start making more revenue immediately.

We can’t tell you all the details right here, but just get in touch and we will explain it all.

Call the ZEDO team to learn how you could be making more revenue without changing ad servers or network optimizers: 415-348-1975.

Contact ZEDO online HERE.

Advertisers, as always, sign up for ZEDO’s ZINC Ad Exchange at:

ZEDO Advertising Technology Updates – May

As ZEDO works on opening ZINC Ad Exchange to newspaper advertisers and publishers, our development teams continue to improve other areas of our technology options. Check out what the team has been working on this month:

AdForm Tags Automatically Recognized in Third Party Tag Upload Template
We have added Adform to the list of 3rd parties whose tags we support. Users can now simply paste the ad from ad tag in ZEDO and the click tracking macros will be automatically turned on.

Advanced Reports now Schedulable
Your can now select multiple channels or dimensions and get the advanced report schedules sent to your email daily.  You can also save these reports, and their schedules, in your FTP account and retrieve them later.

Create Folder Structures in FTP
You can now create folders in your FTP account.  Schedule and store files in your folders by simply entering the folder path while scheduling the report.  See image below:

To learn more, or to sign up for ZEDO Advertising Technology, just visit

Part 3: Ad Networks vs Premium Ad Exchanges: The Publisher Perspective

My first blog in this three part series looked at the advertiser’s view of exchanges and ad networks. Advertisers prefer exchanges. Last week’s post discussed how publishers view ad networks as compared to remnant exchanges. This blog will talk about how publishers view a new type of exchange emerging: Premium Exchanges.

Premium Exchanges
In the past, exchanges were focused on taking remnant impressions and selling them off at the best price they could get. Premium exchanges will soon appear. They are private exchanges, open only to high quality, brand safe, content driven, trusted publishers. Many of the private exchanges getting a lot of press about limiting the sites that can join – which is a good step forward.  However, these “private exchanges”, at the end of the day, are simply auctioning off remnant impressions using Real Time Bidding, just like today’s remnant exchanges.

A Premium Exchange is a private exchange that goes even further. As well as restricting sites, it changes the way inventory is sold to better match the way brand advertisers buy.  Brand advertisers want a high level of transparency and control of where and when their ads run. They are willing to pay a small premium for this. Premium exchanges both bring high quality brand safe sites to advertisers and also sell that inventory on a guaranteed basis as required for a brand media plan.

The Publisher Perspective
As I said in the last post, publishers want:

  • High fill rates
  • High percentage of good CPM campaigns
  • Good ad quality
  • No competition with the publisher’s sales reps

Let’s examine how Premium Exchanges stack up to ad networks.

1. Fill Rates
Ad networks rely on sales reps to meet buyers in person or on the phone. Ad exchanges, however, rely on technology, not sales reps, to “meet” advertisers. That usually means that the exchanges will have a better fill rate. However, Premium Exchanges limit who they target: brand advertisers. Ad Networks also sell to performance advertisers. So the ad networks will have better fill rate – though at a lower CPM (see below).
Networks win. (Premium Exchanges 0, Networks 1)

2. Percentage of high CPM campaigns
Ad networks find some high quality advertisers that will pay the publisher good CPMs but sell the rest of the volume to Performance Advertisers that pay low CPMs.  Premium Exchanges are different. They are built to appeal only to brand advertisers.  100% of their campaigns will be sold to brand advertisers who pay the higher price to get transparency and the controlf of when and where their ads run. So, the Premium Exchanges will have a larger percentage of high CPM campaigns (approx 100%).
Premium Exchanges win. (Exchanges 1, Networks 1)

3. Ad quality
Publishers want high quality ads to appear on their site. They love to see Coke or Ford ads on their site but hate to see diet ads. Ad networks won against remnant exchanges because remnant exchanges auction inventory to any low quality advertiser. However Premium Exchanges are designed for premium brand advertisers only. Ad quality will therefore be high.
Premium Exchanges win. (Premium Exchanges 2, Networks 1)

4. Competition with Publisher Sales Reps
Publishers hate seeing a quality advertiser buy from a remnant exchange or network because they found a lower price. Publishers dislike ad networks because of this price competition, as I said last week. Premium Exchanges however will not compete with the sales team. Premium Exchanges do sell the same guaranteed inventory that the sales reps sell. But they sell it at the same price as the sales team. So there is no competition. Infact a good Premium Exchange will allow a publisher sales rep to put his/her inventory into their easy to use, instant gratification, exchange and find more advertisers. So from a Publisher’s perspective they love the partnership of Premium Exchanges rather than price competition of ad networks.
Premium Exchange wins. (Premium Exchanges 3, Networks 1)

Overall publishers will love most things about the Premium Exchanges – except the fill rate. Yet, over time as more agencies and local advertiser see how easy it is to buy from a premium exchange, the fill rates will climb. Premium Exchanges will be a godsend to premium publishers with high quality content. However they won’t be much use to low value UGC inventory sites because they will not be allowed onto the private premium exchanges.

Ad networks may be seriously damaged or killed by the Premium Exchanges. The remnant exchanges took a lot of their high volume low priced business. Now, Premium Exchanges will take some of their high priced, low volume business. They will get squeezed on both ends and will have to fight for survival.

Part 2: Ad Networks vs Remnant Ad Exchanges: The Publisher Perspective

Last week I explored the possibility of ad exchanges threatening ad networks from the point of view of ad agencies. Now, I compare ad networks to ad exchanges from the publisher perspective. This week I will compare ad networks to remnant exchanges; next week ad networks vs new premium exchanges.

Most ad networks are remnant networks. Most high quality publishers have a sales team selling advertising.  These publishers give the ad networks the remaining or remnant impressions that they don’t sell. Ad networks and remnant ad exchanges sell these impressions at the best price they can get. Today they compete aggressively for this remnant impression business. Examples are, Casale and Interclick on the network side and AppNexus and AdMeld on the exchange side.

I want to detail how, in my experience, publishers compare the ad networks to the remnant exchanges. Generally they tell me they consider four things:

  1. Fill rate
  2. Percentage of high CPM campaigns
  3. Ad quality
  4. Competition with the publisher’s sales reps

Let’s examine how remnant ad networks stack up to remnant ad exchanges in each of these areas.

1. Fill Rates
Publishers want each network to sell a large percentage of the remnant impressions they are given, not just a few. Ad networks rely on sales reps to meet buyers in person or on the phone. That means getting into taxis to visit agencies, creating PowerPoint presentations, etc. Ad exchanges, however, rely on technology, not sales reps, to “meet” advertisers.  Therefore ad exchanges with a strong user interface, or solid integrations with Advertiser Technologies, have the upper hand and can fill more impressions. Ad exchanges today already find and sign up more remnant advertisers than ad networks do.
Exchanges win. (Exchanges 1, Networks 0)

2. Percentage of high CPM campaigns
Each ad exchange or ad network usually finds some high quality advertisers that will pay the publisher decent CPMs. The rest of the volume they sell goes to Performance Advertisers that pay the publisher low CPMs. Publishers, of course, like exchanges/networks that have more high CPM campaigns. Ad networks are better than ad exchanges at this. Why? Today’s ad exchanges are used mainly by performance advertisers who buy mass volume of inventory, or buy Behavioral/Retargeting in tiny volumes. Both pay relatively low CPMs because the supply is high.  Networks however have sales teams that visit agencies and convince them to buy on their sites. Networks therefore do better at finding and convincing the high paying advertisers.
Networks win. (Exchanges 1, Networks 1)

3. Ad quality
Publishers want high quality ads to appear on their site. They love to see Coke or Ford ads on their site but hate to see low quality “work from home” or diet ads. Most of today’s ad exchanges sell to Performance Marketers who have terrible looking ads: just like infomercials on TV. Performance advertisers use creative with anything that looks odd and costs very little to produce. Therefore ad exchanges which rely more on performance advertisers have more low quality creative. Currently, ad networks have higher ad quality for 2 reasons: (1) They focus on selling to high quality brand advertisers who use agencies to produce good creative and (2) they invest more in inspecting creative because they know that premium sites need this. So overall their ad quality tends to be higher than the ad quality of the ad exchanges.
Networks win. (Exchanges 1, Networks 2)

4. Competition with Publisher Sales Reps
Publishers hate hearing that their sales rep almost won an advertiser at $5 CPM, but that the advertiser bought the inventory from an ad network at $1 CPM instead. This happens because both Ad Networks and Remnant Ad Exchanges compete with the sales team and sell at a lower price. Advertisers are increasingly aware that if a site asks for $5 CPM they can probably buy that site through an ad network or ad exchange for $1 CPM. Both the ad networks and ad exchanges try to argue that they don’t compete. Until a year or two ago they used to avoid competition by selling “blind”: they wouldn’t disclose the site’s name to advertisers. But now technologies like AdXpose and DoubleVerify show advertisers what sites they are running on so networks are no longer blind. Therefore, today most ad networks and ad exchanges have started openly display the site names and prices. To prevent this competition some premium publishers like CBS have gone as far as banning all ad networks and ad exchanges from selling their sites’ inventory (ClickZ covered this in “CBS Interactive Quits Ad Networks“). In summary currently, publishers see ad networks and exchanges as both equally bad in competing with their sales team. So a tie here. They are looking for a new type of exchange that can help their ad sales team sell rather than compete with it.
Tie. (Exchanges 1, Networks 2)

The winner: Ad Networks
As you have seen, from the publisher perspective, ad networks currently win the battle for remnant impressions. They do this by focusing on the high end: selling more high CPM campaigns and getting higher quality ads. That is why ad networks still exist and do well.

Change is coming soon
This will all change very soon.  I predict that we will see a new type of “Premium” ad exchange in the near future that will focus on high quality brand advertisers. It will copy the networks’ focus on only the best quality sites, but add the value of exchanges: the ability to find more advertisers. I think this type of ad exchange will take high end business away from networks, leaving them in trouble and even killing some.

Next Blog: The New Premium Ad Exchanges vs Ad Networks. Stay tuned!