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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Use Our Viewability information to Buy Advertising

This morning I read a post from MediaPost’s RTB Insider talking about how to use viewability to buy media. The thrust of the post is to tell people we need a technology to show whether an ad is viewable BEFORE it is served. The author, Alex White from DG-Peer39 , insists this technology isn’t available yet.

True viewability technology and measurement should live in the ad server, a technology that acts as the source of truth for both advertisers and publishers. In an ideal world, servers will make an ad call only when the space for the ad comes into view on the browser and while this technology isn’t widely available yet, I mention it here as a goal the industry should reach. Many ad servers are now rolling out the ability to report on viewability.

With all due respect to Alex White, he is behind the times. We have been partnering with comScore and Nielsen for a couple of years now, and have been able to report on viewability.However, we also have the ability to act proactively, as he suggests.

Eighteen months ago, we developed an ad format, the ZEDO Inview Slider, that only appears when a viewer is on the place on the page where the ad slot is.In the past, we have used it to help our publishers generate new revenue from below the fold ad slots that couldn’t be monetized before. Our premium publishers sell these ad formats with their direct sales forces,they are also sold programmatically.

And recently, we’ve also launched  ZINC a network where agencies and advertisers can buy these formats from our publishers.

We have exactly the technology White is speaking about.

Viewability will ultimately come down to two technologies: one based inside the ad server for premium publishers, the other relying on the statistical likelihood that an ad is “in view” for the large marketplaces and exchanges. 

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Agencies Love Our TV Ads on the Web

ZINC Sells High Impact FormatsZinc offers agencies and advertisers premium high impact formats across pc, mobile and tablet. Many of Zinc’s high impact units are guaranteed 99% viewable by comScore, making them the best branding vehicle in the market.
ZINC was founded by ZEDO, the world’s largest independent ad server, pioneering leading digital ad solutions for over 13 years.

In 2007, we announced the launch of  ZincX, a place where advertisers could buy guaranteed premium inventory. Six years later, we are expanding the concept. The main activity of ZINC is to help agencies bring their TV to the web with our  high impact formats.

During the past year, we’ve developed several ways in which advertisers can take their TV creative straight to the web — without adapting it. We have four different formats:

1. InView with video
2. Full Screen TV Ads. 300×250
3. Double video. 300×250
4. Rotating screen shots. 300×250

Our TV Ads on the Web give higher performance and more great inventory.  They are easy to buy and execute: agencies can just email us their TV commercials.

ZINC  has always been different and better than other companies. ZINC  offers only high-visibility, premium advertising positions on high traffic sites. 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  and agencies see real-time inventory and actual pricing.

To schedule a demo, or to find out more, contact lana(at)

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ZEDO Partners with GeoSurf to Target Global Markets

Winning in the online advertising world requires smart strategy combined with smart tools. Partnering with GeoSurf has allowed us to deliver the best possible service.

Our aim is simple, to ensure that our clients get the best return possible on their ad spend, or the best revenue for their ad inventory. For us to meet these standards we need a reliable, professional tool that allows us to see what is going on in the online world, in every market, in real time. GeoSurf provides us with a fast, reliable proxy tool and a great display analytics solution.

ZEDO Partners with GeoSurf

GeoSurf Delivers ZEDO Global Intelligence



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What Comes After the Banner?

Thank goodness Jeff  Rosenblum wrote this post so we don’t have to. Banner ads do not work. They are outdated. Moreover, in Jeff’s own words,

many advertisers have taken this bottom-of-the-funnel tool and used it to build awareness and interest in their products. They are using it as a top and middle-of-the-funnel tool. This doesn’t work and the reason is simple: The units we use are too small. To build awareness, you need something that is either a lot more interruptive, disruptive or engaging. Because publisher sites have so many links and so much content, nobody wakes up in the morning saying, “Hey, I want to see a banner ad.” There is not enough visual impact to build awareness.

Because we have been serving banner ads to premium publishers since 1999, we have been in a unique position to witness the decline and almost total collapse of  the banner’s effectiveness. For a while, we moaned like everyone else in the industry. And then we decided that if we were truly going to be the thought leaders we wanted to be, we would have to dream up something better.

And so we went to work. The most engaging of all the high impact ad formats we have developed and delivered this here is our full screen video. The ad lives not in a banner, but in a conventional video box, where it appears to the viewer as totally black with a play arrow right in the center. You can see an example on

The impact of that ad format has been dramatic; much like that of a wrapped Christmas gift. The viewer is almost forced to interact with the ad, to see what’s underneath. When she clicks on the arrow, the video expands to full screen, capturing the attention even more. Of course you can always turn it off, or press escape to get out of full screen, but once you start watching it, on any size display, there’s no question it draws attention to itself.

And that’s what advertisers want most right now: viewable impressions, followed by engagement.

Jeff, we left the banner behind early this past year. Our menu of high impact formats is available now, not just on the drawing board like so many others.


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New Ad Technologies Work Connect Readers to Advertisers

Every once in a while, it’s good to be reminded that the goal of a newspaper, although it may seem to be just delivering news to readers, is also to deliver readers to advertisers. Traditionally, content in newspapers has been subsidized by ad revenue, and for the past decade the way advertisers connect to their readers has been shifting — first from print to online, and now from search to display, and from “one price fits all” to real time auctions.

One of the newest trends, the rise of Real Time Bidding (RTB) in which inventory from publishers is sold by auction in real time, has begun to change how readers are delivered.

A user heads to a page on a publisher’s website, causing it to start loading. In the same instant the publisher sends out a ‘bid request’ to thousands of potential advertisers saying, “We’ve got this user who is 30, male and based in New Jersey, US, and in the past has searched for return air tickets to London, visiting a page on our site. How much are you willing to bid for being the only ad on this page?”

Within about 100 milliseconds the publisher ad server (like ZEDO) gets bids from different advertisers, which it then analyses to figure out the highest bidder. The winner is alerted by the publisher and allowed to place its ad on the page.

The remarkable thing about this entire process is how fast and how often it takes place. The entire series of to-and-fro communication between publisher and advertisers takes place in 300-500 milliseconds, causing no visible delay to the user.

The process is repeated for every ad on the page, and it connects the “right” reader with the “right” (targeted) ad.

In the US, IDC estimates that real time advertising will grow at a compounded rate of 71 per cent in the US until 2015 and end up being 27 per cent of the overall online ad spending. In Europe, growth is expected to be even faster — above 100% annually.

The prices that publishers receive from these auctions are not yet very exciting. But they will grow. The gating factor is how willing publishers are to spend on new technology. We think the publishers will realize that there’s more to online advertising than the old standard 3 ad sizes, and will begin to monetize their sites with innovative formats like our InView Formats, TVAds OnPage, and other eye-catchers. That inventory is more effective and in short supply. Therefore the auction will generate higher prices for publishers.

Related articles:
ZEDO’s New InView Slider Runs on Any Ad Server (
Internet Ads Can (and Will) be As Effective as TV (
Publishers: Now You Can Monetize Below the Fold (

Innovation in Ad Serving

I found this post about ad servers on Darren Hermann’s blog, and it underscores why we’re going in the direction we are going.

“If I personally was to start a company tomorrow, I’d probably create the next 3rd party ad serving system built for the future of all media (able to serve site-direct placements, social media and RTB) and include the opportunity for biddable, rich media, video, and full reporting & analytics.  I believe no ad serving system delivers superior reporting and analytics so this is an area that I’d specifically make sure I’d nail.”

He’s right! We are moving toward greater and greater focus on analytics for our publisher customers so they can use those analytics for their advertisers — the agencies and brands.

“I think this is an area for massive innovation because… the industry hasn’t recognized the full vision for the future… I believe that all media will be served, tracked, and optimized across all channels.  Television, print, radio, and out of home will all in some way or another be served, tracked and optimized.  This obviously cannot happen overnight as there are quite a few barriers and obstacles to go thru, but the opportunity is huge.  There is a reason why 87.5% of the companies in the ad serving segment have been acquired.”

Note, I don’t think you need to start from scratch.  If you could raise some money, you can start by acquiring several of the pieces.  There are quite a few DSPs who could use an exit right now.   There are even some large independent ad servers who would be interested.  A roll-up strategy would be interesting and something that could come together nicely.

One of the bigger parts here is that you need to service the advertiser (or marketer).  This needs to be written on all company walls.   Mandated thru corporate handbooks.  This is similar to how SSP’s service the publisher.  You cannot be all things to everyone and when this happens, decisions sometimes become very tough to make as you try to please too many constituents.  Think about all the decisions Google (and Admeld) had to make about where to flow it’s ad dollars – to Google-run sites or it’s 3rd party network of sites.  Stick to one core area of focus and innovate within it.

Darren is right on. From the beginning, we’ve been a partner for publishers. And the publishers are the partner of advertisers. The most important part of the future of digital advertising: collaboration and partnership. The next most important part: measurement that is meaningful.

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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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