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BizReport : Advertising archives : October 27, 2010

ZEDO, Mpire in reseller agreement

Ad technology platform ZEDO has been tapped to integrate into Mpire's AdXpose platform, giving more depth to the analytics publishers can obtain for ad campaigns. Through the agreement, publishers in the ZEDO network will be able to verify, measure, alert and obtain ad blocking options within a single platform, giving them more power over ad campaigns on their websites.

by Kristina Knight

Through the agreement ZEDO's publishing partners will be served metrics in real time to protect pricing data and brand reputation as well as receive alerts regarding the data quality. Questionable ads can be blocked from the site immediately and publishers will also have access data which will help prevent click fraud and impression fraud.

"Publishers often feel a loss of control over their online ad inventory, especially when working with large volumes of different advertisers and networks, because they don't have access to the same verification data," said Roy De Souza, ZEDO CEO. "With AdXpose verifying and protecting advertiser campaigns, publishers can protect themselves from make-goods and charge-backs, and provide an even safer experience for brands looking to advertise on ZEDO client sites and networks."

The partnership marks the first time that an ad verification solution will be embedded within a publisher's ad server. With more consumers turning to online outlets for news and information, it makes sense for publishers to be more proactive in the ads served and the metrics gained from service.

"ZEDO publishers serve more than 20 billion impressions each month," said Ryan Polley, Senior Vice President of Strategic Development at AdXpose. "By leveraging AdXpose in their campaigns, these publishers will be better able to value, protect and optimize their inventory in real time."

According to recent data from Scarborough Research, 65% of consumers who don't have an e-reading device read a daily or Sunday newspaper edition recently and 41% of those with e-reading devices turned to the online editions of newspapers or headed to another news content outlet.

Tags: Mpire, online advertising, online content, online publishing, ZEDO

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