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Top Programmatic Payor, AdPushup, Shares Insights on the Ad Tech Industry

Keeping the digital ad tech ecosystem flowing, AdPushup is consistently named an OAREX Top Payor. Learn more about AdPushup and what they see happening in the wild world of ad tech this year.

Keeping the digital ad tech ecosystem flowing, AdPushup is consistently named an OAREX Top Payor. Learn more about AdPushup and what they see happening in the wild world of ad tech this year.

Even amid a challenging economic environment, some publishers are maintaining – and prioritizing – on-time payments to keep the digital advertising ecosystem flowing. One company consistently named an OAREX Top Payor, is AdPushup, an award-winning ad monetization and optimization platform. In this Q&A, Aman Singhal, Director of Business Operations and Finance at AdPushup, explains what the company is facing in the ad tech space and what they anticipate happening through the remainder of 2023.  

Q: What are some of your predictions for the ad tech space in 2023? 

There are many things to look forward to this year, and 2023 is certainly offering a positive outlook for publishers and advertisers. First, there will be an increased focus on data privacy by introducing new data privacy regulations such as GDPR and CCPA. Companies will now need to be more transparent about certain procedures such as Ad Placements, Ad inventories, and pricing so that all parties involved can make a well-informed decision; this also means that any data being presented to the public needs to be easily accessible and easy to understand in a plain language. One should also expect Out Of Home Advertising (OOH) to make a comeback. Advertisers are expected to use geo-targeting as a medium and can blend both online/offline usage data to connect better with the audience.

With all the talk about other trends, it would be unfair not to talk about CTV, especially because of its recent growth map, and we should expect more consumption due to the easier availability of smart TVs and Dongles along with an increase in the volume of content being created for OTT platforms.

Q: What are some of the current industry or overall challenges your company is facing right now?

The ad tech industry has faced several challenges over the past few months. We all know the current economic situation and its widespread impacts, and just like any other industry, we have felt the brunt too. There has been a decrease in ad spend compared to previous years, and when it comes to performance-based metrics, the eCPMs have also taken a dip for publishers, which has had severe repercussions for some. 

Another area to mention is talent retention; it’s becoming harder to retain talent due to industry trends and situations. The recent rise in wage demands has also played a major role in making this problem a more prominent problem than before. We also have to take into consideration the overseas competition and their hiring strategies in India since they can provide better remuneration to employees in some instances and also the rising ratio of freshers with lower experience than seasoned veterans who want to explore different areas before committing to one specific field on a full-time basis.

Q: How are you addressing/overcoming these challenges? 

A: Every economic situation can be seen as an opportunity to yield more growth paths and learning experiences for an organization, and this is precisely how we are approaching it. For us, it is essential to have homegrown talent and to ensure the right balance of exposure and growth is provided to our employees during different career stages. In addition, we are also actively working on product expansion and focusing on GTM to expand our revenue base so that a balance can be struck with the current circumstances.

Q: You are consistently recognized as a Top Payor. How do you continue delivering payments on-time, even in an everchanging digital environment? 

Our rigorous payments process spans two weeks and closely involves the Finance, Customer Success and Demand operations departments. Payment numbers are thoroughly curated through a cross reference of our own reporting and the revenue reports obtained from our demand partners. Customer success personnel closely monitor the payment calculations by the Finance team, and the final approval involves multiple senior management personnel, including the CEO. This helps us maintain the best standards for ensuring timely and accurate payments.

Q: Can you tell us more about AdPushup?

A: AdPushup, an award-winning ad monetization and optimization platform by Zelto Inc (a US-based publisher solutions provider formerly known as AdPushup Inc). Incorporated in 2014, the company’s headquarters is in Delaware, USA.

AdPushup is a leading one-stop revenue optimization platform that helps publishers to boost their ad revenue using automated A/B testing, header bidding, innovative ad formats, and AdBlock recovery.

AdPushup was founded by Ankit Oberoi with a simple idea: while A/B testing was becoming popular, no one was using it to optimize publisher-side ad layouts. Our founder built and launched a prototype to get proof-of-concept, which resulted in double-digit revenue growth for our first publisher. Since its inception, the company has recorded phenomenal growth both in terms of revenue and product enhancement.  

AdPushup has continuously innovated and added new products such as header bidding, ad refresh, and AdBlock monetization to its portfolio. With a fully-managed service model and personalized support, the mission is to empower ad-supported web publishers and help keep the world’s information free and accessible.

The platform optimizes billions of ad impressions monthly for 300+ websites publishing globally. It is a Google Certified Publishing Partner (GCPP), which is a certification that endorses the company’s track record of delivering customer success, offering expert consultation and superior support, and promoting a healthy advertising ecosystem. On the Supply-side, AdPushup has formed strategic partnerships with top-tier ad tech companies such as Amazon, OpenX, Index Exchange, Media.net, Rubicon Project, Pubmatic, TripleLift, Sharethrough, and AppNexus.

Being a Microsoft Ventures-backed platform, AdPushup uses the Azure platform, and its technology stack includes React JS, Redux, and Node.js. It uses Java, Couchbase, and MSSQL to process and optimize billions of ad requests annually.

The company is also a member of leading industry trade associations; Interactive Bureau of Advertising (IAB), Trustworthy Accountability Group (TAG), Digital Content Next (DCN), and Prebid. 

OAREX, the Online Ad Revenue Exchange, offers fast, flexible funding for the digital ad ecosystem by enabling digital media businesses to exchange future revenue payouts for quick access to capital. Established in 2013, OAREX is a worldwide leader in financing for digital media businesses. East West Bank’s investment in OAREX is a testament to its model and the digital media industry as a whole. Visit oarex.com for more information, or visit go.oarex.com to open an account.