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Zedo Offers Free
Delivery of Unsold Inventory
NET-ADS
Edited by Joshua Smith
January 20, 2002
ZEDO, Inc., a leading third-generation ad serving
company, announced earlier this week that they
would deliver 'unsold' ads for their publishers
at no charge. This includes the complimentary
delivery of unproductive remnant inventory, unsold
house and default ads run by the publisher. The
move comes just weeks after major tech players
DoubleClick and 24/7 Real Media announced that
they would follow L90's lead and charge publishers
a nominal fee for the delivery of their default
inventory.
At the same time, the company additionally trumpeted
the signing of major new contracts with StreamCast
Networks - creators of Morpheus, Boston Media
and Shoxygen.com, Silicon India, Nutrio, and others.
The deals in question promise to boost Zedo's
delivery volume to an impressive 6 billion ads
a month. Other major customers are expected to
be announced in the next few weeks - perhaps indicativ
e of the lure posed by Zedo's inexpensive service
in a market increasingly dominated by the big
three, whose premiums have only grow n throughout
the industry's initial consolidation.
Reiterating the service's key value proposition,
Zedo CEO Roy de Souza said, "The efficiency of
Zedo's architecture allows [the company] to provide
the pricing and pricing structure that customers
want...Publishers only pay Zedo for ad serving
when they are making money from the ads served
- this is what our customers need to succeed in
today's market."
"ZEDO gives us the functionality to better service
our advertisers with the ability to targe t, traffic
and report vital information allowing StreamCast
Networks to optimize campaigns and reach desired
audiences," said Trey Bowles, Director of Sales
and Marketing StreamCast Networks (http://www.musiccity.com
). "ZEDO provides substantial cost savings to
StreamCast because we do not pay for unsold ads."
Although accurate data concerning the proportion
of inventory that goes unsold is hard to co me
by, thhe sentiment expressed on ad-centric bulletin
boards, ezines and trade publications would seem
to put this figure at betwee n 40-60% of an indie
publisher's available inventory, suggesting that
even a small charge placed on the delivery on
unsold ads has the potential to significantly
deplete a small publisher's revenue.
In addition to low prices and free serving of
unsold ads, Zedo's ad serving platform is repo
rted to provide the delivery of media at rates
far above those reached by centrally-managed systems.
Zedo's unique architecture (styled after the efficient
peer-to-peer data exchanges) allows f or customer-specific
features and immense flexibility including the
reporting of how long ads are visible on a page;
off-line ad ser ving; easy to use pop under serving
with accurate frequency caps; and more.
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