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Zedo

Challenge

Zedo is the world’s largest independent ad technology player and is committed to keeping pace with the consumer shift to mobile to enable optimised campaigns for ad buyers across an ever-increasing range of devices. They bought in 51Degrees’ device detection services to overcome increasingly onerous in-house categorising through User-Agents, and to be able to accurately report on the bifurcation of inventory across desktop and mobile.

Results

  • Improved media planning for mobile
  • Optimised campaigns for ad-tech buyers
  • Ability to analyse inventory across different platforms
  • Clear data enables informed decision rather than guesses

ZEDO USE 51DEGREES TO ENABLE CATEGORY TARGETING, DEVICE TARGETING, AND FOR DEVICE REPORTING.

“It has given a boost to our analytic and reporting system which helps us to optimise advertising campaigns.”

Head of Product and Project, Zedo

ZEDO’S SUITE INNOVATIVE AD FORMATS CAN NOW BE ACCURATELY AND QUICKLY TARGETED TO TENS OF THOUSANDS OF DEVICES REGARDLESS OF BROWSER, OS, AND PLATFORM.

It was the accuracy of 51Degrees’ device data, the updates, and pricing which won over Zedo. Head of Product and Project described the analytics element of 51Degrees’ product as helping “to create great insights.” Being able to understand the source of inventory, the browser being used or the operating system, plays a big role in campaign performance. It enables informed decisions rather than guesses. Since implementation, Zedo’s data clarity has improved, making known the distribution of traffic across all platforms, browsers, IOS and their different properties.

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About 51Degrees

51Degrees was founded in 2009 by James Rosewell and is the home of THE fastest and most accurate Device Detection software commercially available. Originating from the 51Degrees Open Source Foundation project, over 1,500,000 websites now use 51Degrees to detect mobile devices and redirect initial requests to a mobile friendly home page optimized for the user.

The company serves many of the world’s leading brands including Unilever, EBay, Microsoft, IBM, Hyundai and T-Mobile, and as well as its flagship device detection software, the product portfolio spans responsive web design tools, image optimization and enhanced analytics.

Based in Reading, UK, the company name originated from its geographical latitude at 51 Degrees. Since launching the company in 2009 51Degrees has expanded rapidly and its software is deployed in over 200 countries across every continent around the world.

About Device Detection:

Device detection empowers a web page to understand a great deal of information about the device that is visiting the site prior to making a decision about the content to send to it. This could include information on browser type and capability, processing power of the device, and screen resolution, to name but three of thousands of categories.

Device detection is an important facet of personalisation but does not require a user to register or share personal preferences. Armed with this information websites can send content that is not only optimised for detailed device specifications but also contextualises the likely environment of the user, delivering a better user experience.