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If You Care About Security, Come to ZEDO

We have taken security very seriously lately on the ZEDO ad server. In fact, we have three major concerns for our customers and partners:

  1. resisting all the fraud, malware, and piracy problems that have plagued the industry since it began, and offering our customers a clean supply chain.
  2. Making sure our technologies load quickly and do not slow page load times for publisher partners
  3. 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.

 

 

 

 

ZEDO Makes Online Trust Alliance Honor Roll for 5th Consecutive Year

For the fifth year in a row, ZEDO and its subsidiary ZINC have made the Online Trust Alliance Honor Roll. The Online Trust Alliance (OTA), is an Internet Society initiative with the mission to promote best practices for online trust.  The 2017 Online Trust Audit & Honor Roll –  is the de facto standard for recognizing excellence in online consumer protection, data security and responsible privacy practices.

“Data is the ‘oil’ of the Internet economy. It is fueling innovation, growth and revenue. At the same time, if abused there is a risk of data spills, negatively impacting user expectations and ultimately the Internet at-large,” said OTA Founder and Chairman Emeritus, Craig Spiezle. “The OTA Trust Audit & Honor Roll underscores the urgency to embrace responsible security and privacy practices. Failure risks a long-term impact to the Internet.”

OTA observed the emergence of an alarming three-year trend:  sites either qualify for the Honor Roll or fail the Audit. In other words, sites increasingly either take privacy and security seriously and do well in the Audit, or lag the industry significantly in one or more critical areas.

Although ZEDO is not a consumer-facing site, we participate in the Audit to be sure we’re doing the best we can do for our customers and partners. If you read the press release notes, you will find that if ZEDO were an actual consumer-facing site, it would be among the top 50 in security and privacy protection. Ironically, the banking community scores lowest in best security practices.

 

“Despite ratcheting up the criteria needed to qualify for the 2017 Honor Roll, it was encouraging to see the highest percentage of recipients since OTA began the Trust Audit nine years ago,” said Spiezle. “While OTA congratulates all Honor Roll recipients, many others have a long way to go to ensuring and embracing acceptable security and privacy practices.”

Industry Highlights
From best to worst performing industries:

  • Consumer Services: This industry was again the best performing with 76 percent making the Honor Roll this year. This segment accounted for 26 of the top 50 consumer-facing sites (52 percent).
  • Internet Retailers: Fifty-one percent of the top 500 Internet retailers made the Honor Roll, a significant improvement over last year’s score of 44 percent. This segment accounted for 10 of the top 50 consumer-facing sites (20 percent).
  • News & Media: Forty-eight percent of news and media sites made the Honor Roll this year, the most significant improvement over the previous year across all industries. In 2016, media and news sites were the worst performing sector with only 23 percent making the Honor Roll. This segment accounted for three of the top consumer-facing 50 sites (6 percent).
  • ISPs, Carriers, Hosters & Email Providers: Forty-six percent of companies in this new 2017 category made the Honor Roll. This segment accounted for seven of the top 50 consumer-facing sites (14 percent).
  • Government: Thirty-nine percent of audited U.S. federal government sites made the Honor Roll. This was a significant decrease from 46 percent in 2016. 60 percent received failing grades
  • FDIC 100 Banks: The percent of FDIC 100 banks making the Honor Roll saw the biggest drop in 2017, going from 55 percent in 2016 to 27 percent. This sector had shown consistent, significant improvement in their Honor Roll score up to 2016 before plummeting this year predominantly due to increased breaches, low privacy scores and low levels of email authentication. 65 percent received failing grades.

“OTA’s Audit continues to drive awareness and recognition about the importance of responsible data security and ethical privacy practices,” said Internet Society Chief Internet Technology Officer, Olaf Kolkman. “The increase in sites embracing end-to-end encryption shows it is becoming the norm for site traffic.”
To qualify for Honor Roll status, a website must receive a composite score of 80 percent or better and a score of at least 60 percent in three categories: 1) domain, brand and consumer protection, 2) site security and resiliency and 3) data protection, privacy and transparency. Failing any one category automatically caused a site to fail overall. OTA expanded the 2017 methodology with additional criteria, telemetry and data fidelity addressing today’s security threat and privacy landscape. OTA analyzed websites between mid-April and the end of May 2017. It estimates that it analyzed more than 500 million email headers and approximately 100,000 web pages.

The 2017 report was funded in part by grants from Symantec and Verisign. Data providers included Agari, DigiCert, Disconnect, Distil Networks, Ensighten, High-Tech Bridge, Infoblox, Malwarebytes, Microsoft, Risk Based Security, SecurityScorecard, SiteLock, Qualys SSL Labs, Symantec, ValiMail and Verisign.

 

About OTA:

The Online Trust Alliance (OTA) is a non-profit with the mission to enhance online trust and user empowerment while promoting innovation and the vitality of the Internet. Its goal is to help educate businesses, policy makers and stakeholders while developing and advancing best practices and tools to enhance the protection of users’ security, privacy and identity. OTA supports collaborative public-private partnerships, benchmark reporting, and meaningful self-regulation and data stewardship. Its members and supporters include leaders spanning the public policy, technology, ecommerce, social networking, mobile, email and interactive marketing, financial, service provider, government agency and industry organization sectors.

ZINC Keeps Your Brand Safe on Mobile Devices

In the days since the first messages were sent out over the internet, our expertise with technology has continuously encouraged us to do things with our new capabilities that perhaps we shouldn’t. We’re moving toward a world in which everything connects, for better or for worse, even the refrigerator and the thermostat in your home. Eventually, the rising number of connections will create systemic risk, and systemic risk is something we can’t mitigate. We can only prevent it by exercising extreme care in what we do online.

For people who are concerned about security in the advertising and publishing worlds  we are at the beginning of yet another massive shift that, in the worlds of Mary Ann Davidson, Oracle CSO, will create problems similar to those every other technology innovation created before. From mainframe to client server to thin client to mobile, each wave of new technology has been open to misuse.Mobile is no exception. While we are all wrestling with how to make money with mobile, we must also keep in mind brand safety across multiple global programmatic buys, consumer privacy concerns, and proliferating transactions.

You want to get results with your ad campaigns, but you want the quality of your brand maintained.That’s why it’s important that you assure yourself that your ads are seen only on trusted sites with premium content, served by a company that understands mobile security and consumer privacy issues.

Clearly, the American public is beginning to understand the perils and risks of technology.We live in a world in which the  good guys are being out-innovated, and the attackers are winning, and the only way to ensure brand safety is with trusted partners.

At ZINC, we know who we’re dealing with all the way from the brand to the publisher. Your ads are placed on ZEDO’s premium network, and served through ZEDO’s ad server. Even though you buy programmatically, you are going to buy safe, scalable, and effective impressions.

Our high impact formats will help you achieve your brand’s results without endangering your reputation. We can scale without compromising the quality of your impressions, because of the size and quality of our premium publisher partners.

Pair premium sites with increased security and high impact formats, and you get a winning combination even on mobile devices.

 

 

 

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