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What is the ZEDO Exchange?

While  publisher-side ad serving was our core business  since our founding in 1999, the part of our business that has been growing most quickly for the past year has been the ZEDO Ad Exchange, our simple, scalable way to  manage both advertisers and publishers conducting business in display banners, videos, mobile, high impact formats and smart programmatic integrations. ZEDO Exchange allows Demand Side Platforms access to the premium high-quality display and video inventory of our premium publisher network.

For advertisers, the ZEDO Ad Exchange offers the best click-through rate in the industry, along with the best of all worlds — instant pricing and availability of ad inventory on newspaper web sites. We’re different from other exchanges and ad networks, because the only ad inventory we offer is avails from our high quality publisher network, which consists of premium brands you already know and trust who are integral parts of local communities and national conversations.

We’re both innovative and smart about the way we run this network: we not only offer high impact formats, but also make sure that the advertiser gets viewable impression where they count — on premium sites.

On the publisher side, ZEDO Exchange is designed to make sure that all  publishers that use ZEDO for ad serving get a fair price for their inventory. This is one of the reasons we do not work on the RevShare or CPC model. We only work on a flat CPM model with our publishers. ZEDO Exchange will pick up inventory only if we meet the agreed CPM. We can also sell impressions to multiple RTB buyers and get maximum CPM from the highest bidder. (ZEDO’s Supply Side Platform (SSP) is Open RTB 2.0 compliant.)

Our Demand Side Platform (DSP) is a single, unified platform from which to manage all aspects of a campaign using a single account (Display Banners, Videos, HIFs, RTB & Mobile). Since all the publishers are linked in one master account, this provides media buyers with maximum efficiency.

Publishers may opt in simply by clicking the “Join ZEDO Exchange” link on their reporting and trafficking UI, or they can give us a heads up via email. After opting in, integration with ZEDO Exchange is very simple. ZEDO has built a smart back-end linking process that makes sure  publishers do not have to spend time trafficking tags or tracking campaigns. Everything is done automatically, and ZEDO Exchange reports will be displayed directly under the Reports section of the Publisher’s ZEDO account.

 

What Do Publishers Think About Viewability?

Welcome to the moving target that is viewability. Admonsters has done a survey of fifty ad operations departments at major publishers to find out how publishers felt about the lifting of the MRC stay. Agencies and  advertisers are now empowered to buy on viewability. This will not be an easy shift, as there are still inconsistencies in how viewability is measured. There are about a dozen certified  testing companies, from Comscore and Nielsen to startups, and they all measure with slightly different methodologies even if they are looking for the same standard.

Survey respondents and recent event attendees have told Admonsters that “a  publisher’s viewability isn’t a single number but varies by ad position and page type and then by how the user interacts with the page. This creates an extra level of complexity with inventory management and forecasting— critical functions that are already difficult for publishers to manage.”

Three of the major findings from the research are:

  1.  Viewability won’t be taking most publishers by surprise as they have been actively trying to understand the impact by testing multiple vendors and taking steps to improve viewability. 74% of publishers have completed testing for viewability on their sites. Only 15% hadn’t even begun to test, and most of these cited cost as the reason.
  2. While publishers see the lift as premature because results vary too much and the tech seems immature, the advisory’s removal hasn’t changed much since buyers were already demanding viewability. 59% of publishers said the market wasn’t ready for buying on viewability — by which they meant THEY weren’t ready. Some publishers who did test had to make changes in their site designs to make ads more viewable.
  3. Issues around discrepancies in the results provided by viewabilty solutions are heightened by the fact pubs and buyers differ on which solutions they use.

One survey respondent said, “typically, it’s centered around type of content and ad placement. Home pages tend to get morescrolling, so an ad at the top of the page is less viewable. Articles tend to get a slower scroll, so ad placement is a little less important.” Of the 46% of respondents who had already taken steps to improve viewability, 75% had changed the position of ads. 69% had instituted ad call loading only on in-view, and 38% had removed ads. These are all steps in the right direction.

10% of the respondents said they were selling on viewable impressions, 21% are considering it, and 67% said it was too early to know. For our publishers it shouldn’t be too early, because we’ve been selling viewable impressions for two years, ever since comScore tested our Inview Slider and certified it 99% viewable.

While the AdMonsters survey reflects an industry in transition, there has been so much time to prepare for buying and selling on viewability that we expect it to become standard in the market this year.

Real Time Bidding Ignores Half the Ecosystem

Real-time bidding (RTB) has grown to dominate the selling of remnant ad space. It is an efficient system and is getting more and more efficient. However, remnant inventory makes up only 18% of the available inventory, and publishers don’t rely on it.  RTB is commoditizing the sale of their low end inventory and is efficient so it takes less of the publisher’s time to sell. Publishers are therefore looking for ways to increase the sale of premium inventory and to improve the formats of premium inventory they have available to sell.

Both ends of the advertising ecosystem are interdependent. You really can’t expect quality brands to buy remnant inventory that won’t deliver high impact in a quality setting. Nor can you expect quality publishers to sell their best inventory as a low end commodity. The publishers must be able to sell premium inventory at rates high enough to be able to continue producing the quality content that draws the eyeballs. And the advertisers have to know that when they pay a certain rate for an ad good quality eyeballs.

Here, as always, the eyeballs win. Neither the publishers nor the advertisers control the online media market; it is controlled by the consumers who use the web. For a while, the publishers were reeling from the speed of the shift to digital. But they’re over it now, and the survivors do have the quality traffic they need to command premium prices. In fact, many of the survivors, fed up with low advertising revenues, are looking for other ways to monetize their traffic. The New York Times’ paywall has been remarkably successful, and The Washington Post has succeeded through events and acquisitions.

The ad tech industry should be sitting up and taking notice. Almost a year ago, ZEDO began re-thinking its business to be more beneficial to the entire ecosystem. Our long tenure in this industry (we were actually founded in the last century!) gives us the perspective to look back on where we’ve been and forward to where we can go to rapidly help both the advertisers and publishers.

As a result, we’ve spent the better part of a near introducing new products that benefit everyone–premium advertisers, premium publishers, and yes, even those “eyeballs,” the visitors to web sites who “hate” advertising and may even dream of ad-free content. That involves being active in online privacy initiatives, building new high-end formats and a building a new platform to help sell exciting advertising opportunities to high quality brands.

We are taking a leadership role in the next phase of advertising technology — the one in which high quality advertisers and high quality publishers get close enough to embrace again as they did in the past.

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Solving the Problem of Global Ad Compliance: ZEDO Partners with GeoEdge

In a global online publishing environment, all  advertising laws and regulations are not the same. How do you ensure that content appears accurately in hundreds of  locations? And how do you monitor your advertising policies to make sure you comply with the laws of each country?

Large publishers with a worldwide presence have had difficulty enforcing compliance with the laws and regulations of different jurisdictions. We’ve been especially aware of this because we have been serving the online publishing industry  with ads almost since it began.

Now we think we have found our publishing clients an effective solution. ZEDO has partnered with GeoEdge Ltd., the leading geo-visibility solution provider, to give our publishers have clear visibility into  their global ad inventory and enforce compliance. This should also help you maximize your SEO and SEM globally. After all you can’t measure what you don’t monitor.

GeoEdge, an advanced geo-location toolset, helps publishers, advertisers, ad networks and SEO/SEM experts  view web content on a geographical basis – from virtually any location in the world. Its tools will give our publishers unrivalled compliance enforcement and the ability to monitor entire global ad inventories on one screen, ensuring that ad policies and rules are not breached. Publishers can check that content appears accurately in different markets around the world, comply with governmental and organizational policies in each country, and reduce hassle with more effective and efficient QA.

GeoEdge will now be a part of our platform, providing even more value to our existing publishers and helping us grow our US customer base. Traditionally recognized as a partner for publishers,  we offer our customers more advertising technology options, more visibility of analytics and data, and more ways to cut cost and increase revenue. ZEDO’s feature set is specialized for the needs of publishers with growing inventory, a growing user base, and an urgent need for more efficient ad inventory management.

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