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ZINCx Merges with ZEDO: Will Operate as ZEDO

We are pleased to say that we are merging our ZINCbyZEDO brand back into ZEDO. As of August 1, 2018 both divisions will operate as ZEDO.com and the ZINC site will shut down.

We launched the ZINCbyZEDO brand five years ago to sell high impact formats to agencies and brands. In our first blog posts on the ZINCx.com site, we told everyone that 2014 was going to be the year mobile video ad spend would grow. We knew mobile would be different, and that it would require some special ad formats.

At the time, it was difficult to message the direction in which we were headed: to create and market the kinds of ads our publisher partners would need as consumers shifted to mobile. So we decided, rightly or wrongly, that the simplest thing to do would be to create another brand on the advertising side of the business to avoid confusion with our publisher partners, who knew us as an ad server.

Back then, serving both side of the ecosystem was not being done, and that’s why we had trouble positioning our capabilities. Your company was either a DSP or a SSP. The industry was just a gobbledygook of acronyms categorized by the now legendary LumaScape.

What a difference five years makes! Our company, in response to industry trends, evolved into a private, proprietary platform on which either buyers or sellers could transact. We shifted our focus to avoiding ad fraud and malware by creating a sort of closed loop between our publisher partners and our agency contacts.

But the truth is that ZINCbyZEDO was a middleman in the transaction between brand and publisher. Now that greater transparency is possible, we are eliminating ourselves as a middleman so a greater percentage of the advertising dollar actually goes to the publisher.

We are also taking steps to make sure that we’re not holding any brand customer data, or sharing it in potential violation of GDPR. Some larger companies have spent millions of dollars to make sure they comply. That’s out of our price range. It’s simpler and more authentic simply to retire the ZINC brand and continue our original mission to be a revenue-enhancing partner for publishers.

We’re not letting people go, we’re just shifting them around within the company. We are, however, slowly making some updates to the ZEDO site to reflect this new positioning, and we will be shutting down the ZINC Twitter and Facebook accounts after we make this announcement.

The digital media industry is a wild ride, as are most businesses as technology continues to advance and consumers continue to make choices. After nineteen years, we know that the way to ride this horse is not to fight it, but to work with it, and that’s what this new move means to us.

 

 

SwipeUp is a Window into the New ZEDO

Our new SwipeUp mobile web format has begun to roll out in test campaigns. The ZINC team is selling it, and the ads are running on our premium publisher network.  It’s pretty ingenious, and because its so innovative it generates more than the usual engagement from mobile phone readers. When a user opens a web page that runs this ad, the ad tag loads on first touch. When the advertiser tag response is received, or after an interval that can be determined, 20% of the ad swipes up from the bottom of the page. The ad moves up or down on the next swipe, and the user can either engage with the ad or swipe out of it. Most significant, the user is always in control; the ad never “takes over” the page. (SwipeUp does, however, expand to fill the screen.)

These attributes have become very important as the industry tries to restore the trust of the consumer after the Wild West of desktop display advertising, which alienated such a large portion of the population, especially the all-important Millennials, that a fair number of them have opted to block ads entirely, especially on mobile.

Now the industry can keep investing in more and more sophisticated technology to block the blockers, but that would ultimately be self-defeating, because the users will just begin to despise all of us, advertisers and publishers. It’s much better to do what we’ve been trying to do: separate ourselves from fraudulent traffic, beef up our security, and be the change we want to see in the industry.

Although that has meant a re-alignment in our customer base on the publisher side, we can now be certain that there aren’t any more adult sites in our network, nor any malware on our platform. We are moving to a completely premium network. Many other industry partners have done the same, being proactive to stop the erosion of trust that peaked last year.

On the ZINC side, our Innovation Suite, led by our inArticle video format, and accompanied by inView, is landing us better and better campaigns, and we’re up over 300% year over year in revenue. We’re being used by every agency trading desk, and many major brands.

We’re building a trust network for the supply side to reach the demand side, and for the demand side to get greater ROI on its campaigns. It’s a pretty exciting time for us, almost like a rebirth into a different position in the industry. It will take a while for people to grasp how much we have evolved, but expect some further innovation from us this year.