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What does an ad server like Zedo do?

by joemagaro
7 replies
We have been running a successful Google Adwords/Microsoft Advertising account for quite some time now, and now we are looking to branch out into some display networks with some higher traffic (i.e. AdBlade, AdBrite, Pulse360, etc.) We have an herbal supplement and are looking to advertise using an article style landing page, but certainly not a "farticle" like those bogus landing pages that **** berry products used.

But I have 2 questions, since this is uncharted territory we're going into now:

1.) What are some more popular display network sites out there besides the ones that I mentioned that I might use to promise an article-style landing page? Are PPV networks good for this sort of thing?

2.) What does an ad server like Zedo do? At first I thought it was its own ad network, as I noticed that one of my competitors uses them. However, now I realize that they don't actually own any ad placements but rather serve your ads to other websites (or something like that?). Why would I need Zedo as opposed to using these ad networks' own platforms? What is the point of using Zedo?
#server #zedo
  • Profile picture of the author MTVida
    I'd like to know more about Zedo too. I tested a few campaigns on it, as it was recommended in a course I took. I reached my $20 daily spend limit in just a few minutes, and that was bidding the minimum CPM!

    So obviously they've got serious volume. I've heard people say they have "commercial quality traffic" ... not sure what that means exactly. And there's also no targeting options, other than country...

    So after I spent $60 testing different campaigns, my CTR was unimpressive and no conversions, so I set them aside.

    I'd consider testing again if I had a better idea on how to use them.
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  • Profile picture of the author Acquinity
    Joe - I dont use Zedo....let me pop that disclaimer here early on....

    "Why would I need Zedo as opposed to using these ad networks' own platforms? What is the point of using Zedo?"

    The point of Zedo is that you can see, optimize, track, all of your sources on Zedo....so rather than logging in and accessing data from 5-10 sources, Zedo can act as your "hub"

    MTV - I've seen loads of publishers say they prefer Site Scout over Zedo, especially if you're working with budgets like you mentioned in your post...

    Also, the customer service at SiteScout is top notch, from what i've heard - Zedo is slightly tough to work with....

    Again, not first hand experience so take this with a grain of salt...
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    • Profile picture of the author MTVida
      Originally Posted by Acquinity View Post

      Joe - I dont use Zedo....let me pop that disclaimer here early on....

      "Why would I need Zedo as opposed to using these ad networks' own platforms? What is the point of using Zedo?"

      The point of Zedo is that you can see, optimize, track, all of your sources on Zedo....so rather than logging in and accessing data from 5-10 sources, Zedo can act as your "hub"

      MTV - I've seen loads of publishers say they prefer Site Scout over Zedo, especially if you're working with budgets like you mentioned in your post...

      Also, the customer service at SiteScout is top notch, from what i've heard - Zedo is slightly tough to work with....

      Again, not first hand experience so take this with a grain of salt...
      Cool, thanks for the info.

      I've looked into using Site Scout, particularly because you can advertise on Facebook aps... I like the idea of advertising on Facebook with full banner ads, and not having to deal with Facebook directly

      It looks like they let you target down to specific sites as well, which would be a huge plus! The only barrier for me is the initial deposit. $500 for Site Scout. With Zedo, you can start out with just $20.
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    • Profile picture of the author Dr SiteScout
      Originally Posted by Acquinity View Post

      Also, the customer service at SiteScout is top notch, from what i've heard - Zedo is slightly tough to work with....
      Thanks for the kinds words!

      OP: We're pretty dedicated to support and our account managers are always ready to give you a walk-through demo of our ad server.
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      SiteScout.com
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  • Profile picture of the author Acquinity
    Shouldnt have ended my post so abruptly...

    Going back to what Zedo does, they essentially are an ad exchange...Giving media buying publisher access to inventory across thousands of websites, access to optimization strategies, ETC...

    Everything i have read though mentions not using them if you are new to this traffic model, dont have esablished buys up and running.
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  • Profile picture of the author Acquinity
    Yea you can drill down to site specific placements, wide demo placements, it's really an amazing tool...

    I'm in the process of working on something centralized around a different traffic source but once i'm finished with that i plan to move over to high volume buys, utilizing Sitescout....

    One question for you Vida - Have you run offers on individual ad networks before? Like a Pulse, Ad-Blade, ETC?

    Or did you just jump right into using Zedo?
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    • Profile picture of the author MTVida
      Originally Posted by Acquinity View Post

      Yea you can drill down to site specific placements, wide demo placements, it's really an amazing tool...

      I'm in the process of working on something centralized around a different traffic source but once i'm finished with that i plan to move over to high volume buys, utilizing Sitescout....

      One question for you Vida - Have you run offers on individual ad networks before? Like a Pulse, Ad-Blade, ETC?

      Or did you just jump right into using Zedo?
      Zedo was really the first time I had tried my hand at using display advertising. The course where I learned about it wasn't laid out all that well. Kind of a "Here's a bunch of awesome networks! Go put some ads up!" sort of thing, and not "Start here. Then, work your way up to here." :rolleyes:

      That said, since then I've run some campaigns on BuySellAds and Pulse360, with limited success.
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