Quick Look at Engage:BDR’s Publisher-First Ad Marketplace, NetZero

Cutting-edge solutions designed to increase yield, eCPMs and managing cash flow are important requirement for every contemporary publisher. Aiming to fulfill this need is the premium mobile advertising marketplace, Engage:BDR Limited (ASX:EN1), which has established a reputation for providing unique solutions with publishers in mind, for the past decade.

EN1 is a lucrative option for publishers as the company’s commitments to ensure publisher protection, creative control, service, highest fill and CPMs make it a trusted player in the industry. It maintains several layers of demand, including direct brand and agency campaigns for display, video and native.

Moreover, EN1 takes fraud seriously. It employs the most sophisticated 3rd party AQ and TQ vendors and has partnerships with Pixalate, GeoEdge and The MediaTrust, one of the best in the space.

In this backdrop, let us cast an eye on NetZero by Engage, a payment solution of contemporary times.

NetZero by Engage

EN1’s post-paid publisher payments solution, NeyZero offers publishers with benefits offered by leading non venture-capital lenders of today, but without the significant cut and risk. It is available to qualified app and web publishers across North America, Australia and Europe.

EN1 acknowledges the fact that publishers are the last paid and the most poorly treated in the publishing sphere. This denotes insurmountable constraints on publishers and puts few out of business as long payment cycles make it impossible to have their operations run effectively.

NetZero addresses the above issues, by offering publishers same day after invoice payment, allowing publishers to improve their cash flow without the expensive costs of factoring. The solution extends the Company’s incremental access to significant revenue by facilitating huge value to new publishers via the unique payment solution.

Let us browse through a few recent updates pertaining to NetZero-

AdCel Onboards Two New Additional Large NetZero Publishers

On 14 February 2020, EN1 intimated that AdCel, which is a programmatic mobile mediation platform that utilizes real time bidding and machine learning to generate higher demand yields, has signed and is integrating onto the platform, AdvancedApp.

PanSoft is the other new NetZero client. It boasts of a number of game and utility titles, totaling about 5,000,000 active users. The combined volume translates to about $220K in incremental monthly revenue for AdCel upon integration and both NetZero publishers’ current volumes were over 20 million active users at the time of announcement.

Moreover, the incremental revenue (including the first NetZero publisher announced recently) would 3x AdCel’s current topline, as compared to January 2020.

AdCel’s first NetZero publisher is MysteryTag.

NetZero Revenue Live

On 24 February 2020, EN1 notified that AdCel’s first NetZero publisher, MysteryTag, was live on test traffic at $3.5K revenue per day. The first publisher’s test volumes were approximately 150K of 1M active users, or 15% of their available volume. The Management expected much more than the original estimate of $235K monthly incremental revenue upon full integration.

EN1’s Outlook for NetZero

During 2020, EN1 aims to sign 2 new NetZero publishers per quarter, totaling 8 for the year. The Company will execute campaigns, sell the ad inventory and invoice the buyers before paying the publishers. It should be noted here that EN1 is insured for all A/R credit with Euler Hermes credit insurance.

Moreover, the AdCel executive team expects revenue to increase by 25% in April 2020, catalysed by new NetZero publishers going live and maintaining consistent, uninterrupted international demand.

The Company also aims to source an interim Head of Publisher Development and eventually a permanent resource is targeted to be in place in late Q220. This new resource is expected to accelerate the NetZero program and ramp revenue much quicker.