What AdPushup does

AdPushup is an ad revenue optimization platform for web and app publishers, founded in 2014 and operating as Zelto, Inc. (Delaware). The company provides a unified platform-plus-modules product suite that combines machine learning-based ad layout optimization, header bidding, ad mediation, adblock recovery, video ads, AMP ads, dynamic floor pricing, and app monetization. Its core technology rests on a multi-armed bandit ML optimization engine trained on a self-served repository of over 3 billion ad impressions, with a patent-pending In-Content Auto Analysis module that automatically places non-disruptive ads within content. Integration is delivered via single-line JavaScript in 15 minutes, and the platform connects publishers to 50+ premium demand partners including Google AdX, OpenX, Rubicon Project, Media.net, Index Exchange, and PubMatic.

AdPushup serves three primary customer segments — AdSense publishers seeking yield above Google defaults, independent publishers wanting contract-free monetization with easy integration, and enterprise media companies requiring managed header bidding and direct deal support. Marquee customers include CNET, PCMag, Mashable, NDTV, Zee Entertainment, and Elle, alongside hundreds of SMB and mid-market publishers documented through quantified case studies (e.g., 534% revenue uplift for CCNA7, 359% for ChordU, 408% for Pinkvilla). Distribution combines a self-serve product-led growth motion with enterprise field sales and a dedicated account manager model, all reinforced by Google Certified Publishing Partner (GCPP) premier status.

The company is now part of GENIEE US following a late-2025 consolidation, which extended its product family to include FirstAudience (audience/data), Glimpse, and Glimpse for Ads (analytics). Revenue is generated via a take rate on publisher ad revenue (revenue share model), supplemented by managed services and ad operations support for publishers earning above $5,000/month per publisher. Recognitions include Microsoft Partner of the Year (2021), NASSCOM EMERGE 50 (2022), Financial Times Statista Champions (2022), G2 High Performer (2023), and consecutive G2 Top Payor badges (2023–2024).

Name

AdPushup

Legal name

Zelto, Inc.

Website

https://adpushup.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

AdPushup is an ad revenue optimization platform that uses machine learning-driven layout optimization, header bidding, and adblock recovery to help web and app publishers maximize yield across 50+ premium demand exchanges. It serves 300+ publishers in 50+ countries and operates as a Google Certified Publishing Partner under GENIEE US.

Ownership category

akta.pro rank

Product category

Publisher Ad Revenue Optimization

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Prepackaged Software (7372)

akta.pro primary industry

Supply-Side Platforms (SSP) & Publisher Monetization (BPAMALAC)

akta.pro secondary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

Keywords

• Ad revenue optimization
• Header bidding platform
• Publisher ad monetization
• Ad layout optimization
• Programmatic advertising solutions

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Revenue Share from Publisher Ad Monetization: AdPushup takes a share of the advertising revenue generated for publishers through their platform. Publishers connect their ad inventory and AdPushup optimizes to maximize revenue, retaining a portion.
2. Managed Services / Ad Operations Support: Dedicated account management and ad ops support included with the platform, providing hands-on consulting and optimization services as part of the revenue share model.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

AdPushup is an ad revenue optimization platform that helps web publishers, AdSense publishers, and enterprise media companies increase advertising revenue. The platform uses machine learning-driven optimization to deliver ad layout A/B testing, header bidding across 50+ premium demand partners, ad mediation, adblock recovery, and managed ad operations services. It connects publishers to top-tier ad exchanges including Google AdX, OpenX, Rubicon Project, Media.net, Index Exchange, PubMatic, and District M.

Product overview

AdPushup is an ad revenue optimization platform that helps content creators generate more revenue by connecting them to 50+ premium advertising exchanges, deploying cutting-edge ad serving technology, and providing hands-on ad operations expertise. The platform operates as a unified platform-plus-modules architecture with a core Ad Layout Optimization and Header Bidding engine as the foundational products. The product portfolio spans multiple interconnected modules: Header Bidding (for real-time demand partner bidding), App Monetisation (mobile app ad revenue), Video Ads/FrameRate (instream video solution), Innovative Ad Formats (sticky, docked, in-image, native ads), Adblock Recovery/AdRecover (ad re-insertion for blocked inventory), AMP Ads (AMP page monetization), Floor Sense (dynamic floor pricing), Ad Mediation (multi-network optimization), and ActiveView Refresh Ads (session-level impression optimization). Additional sub-brands in the GENIEE portfolio include FirstAudience, Glimpse, and Glimpse for Ads. The platform is a Google's Certified Publishing Partner (GCPP) and is hand-picked by Google for its track record.

Differentiator

Problem solved

Functional benefit

Products and services

• Header Bidding Opens publisher ad inventory for real-time bidding by multiple demand partners. The ML-driven header bidding engine auto-selects the optimal number of partners to maximize yield with every impression, connecting publishers to 50+ tier-1 ad networks and exchanges.
• App Monetisation Monetization solution for mobile app publishers, enabling in-app header bidding, ad mediation, and access to premium demand for app inventory.
• Innovative Ad Formats Provides non-standard ad formats including sticky ads, docked ads, in-image ads, and native ads. These formats aim to increase viewability and engagement, filled with premium demand via partner ad exchanges to maximize revenue.
• Video Ads (FrameRate) Full-stack video ads solution (FrameRate) that maximizes yield on web and app inventory while ensuring compliance with Google's latest policies. Includes Prebid auction enablement and competition between header bidding partners and AdX demand.
• Ad Layout Optimization Visual ad manager with point-and-click creation of ad units and layouts, powered by machine learning-based layout optimizer. Uses automated A/B testing with multi-armed bandit algorithms to drive ad revenue growth by optimizing placements, sizes, and colors in real-time.
• Adblock Recovery (AdRecover) AdRecover uses pro-user ad re-insertion technology to serve ads that meet Acceptable Ads standards to users with ad blockers enabled. Recovers revenue lost to ad blockers while maintaining positive user experience and compliance with IAB guidelines.
• AMP Ads Accelerated Mobile Pages (AMP) ad solution enabling publishers to monetize AMP pages with optimized ad delivery while maintaining fast page load performance.
• Floor Sense Dynamic floor pricing solution that helps publishers set optimal bid floors to maximize eCPMs. Allows publishers to take control of ad monetization by setting floor prices based on real-time market conditions.
• Ad Mediation Ad mediation solution that optimizes revenue between closed ad networks using a bid comparison engine with 15+ parameters to determine the winning network for each impression, without knowing their bids.
• ActiveView Refresh Ads Ad refresh solution that increases the number of ad impressions served per session by automatically refreshing ads based on time triggers, user engagement signals (click, scroll), and Active View viewability metrics.
• Hybrid Header Bidding Combined header bidding approach using Prebid wrapper and multiple demand sources simultaneously, maximizing bid competition and yield optimization across open and direct deals.
• Managed Header Bidding Fully managed header bidding solution where AdPushup takes complete control of ad operations including demand partner setup, floor price management, and performance optimization.
• FirstAudience Audience targeting and data platform product within the AdPushup/GENIEE product family.
• Glimpse Analytics and insights product within the AdPushup/GENIEE product family.
• Glimpse for Ads Ad-focused analytics product within the AdPushup/GENIEE product family for measuring and optimizing advertising performance.

Quantifiable outcome

• Publishers typically achieve 40%+ higher ad revenue compared to baseline
• +5 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability4 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• Google (AdSense, AdX, GAM)coreTechnology or IntegrationAdPushup is a Google Certified Publishing Partner (GCPP) with deep integration into Google's ad ecosystem. The partnership provides publishers access to Google AdX premium demand, policy compliance support, and coordination on AdSense and Google Ad Manager implementations.
• OpenXcoreTechnology or IntegrationOpenX is listed as a top-tier demand partner and ad exchange. AdPushup connects publishers to OpenX's exchange for premium programmatic demand.
• Rubicon ProjectcoreTechnology or IntegrationRubicon Project is listed as a top-tier demand partner and ad exchange. Part of the 50+ ad networks connected to AdPushup's platform.
• Media.netcoreTechnology or IntegrationMedia.net is listed as a top-tier demand partner providing contextual advertising demand through AdPushup's platform.
• Index ExchangecoreTechnology or IntegrationIndex Exchange is listed as a top-tier demand partner and SSP integrated with AdPushup's header bidding solution.
• PubMaticcoreTechnology or IntegrationPubMatic is listed as a demand partner providing programmatic advertising inventory through AdPushup's platform.
• District MsupportingTechnology or IntegrationDistrict M is listed as a demand partner integrated with AdPushup for header bidding and ad mediation.
• Prebid.jscoreTechnology or IntegrationAdPushup is a Prebid member and uses Prebid.js header bidding wrapper for connecting publishers to demand partners through standardized auctions.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Optidigital: Optidigital is a publisher ad optimization platform offering header bidding and yield management, primarily serving European news publishers. It competes with AdPushup in the same header bidding and layout optimization category with comparable technology.
• Snigel: Snigel provides header bidding wrappers, ad optimization, and adblock recovery solutions for publishers. It overlaps with AdPushup's AdRecover and header bidding offerings for SMB and mid-market publishers.
• Sortable: Sortable provides ad optimization and header bidding technology for publishers, with a focus on machine learning-driven yield management. It is comparable to AdPushup in product scope and customer segment.
• Setupad: Setupad is a publisher monetization platform offering header bidding, ad refresh, and yield optimization. It targets the same long-tail and mid-market AdSense publisher segment as AdPushup with a comparable product set.
• Ezoic: Ezoic is an AI-driven ad testing and revenue optimization platform for web publishers. It is the most direct competitor to AdPushup, offering comparable layout testing, header bidding, and yield optimization services to long-tail and mid-market publishers using Google AdSense.
• MonetizeMore: MonetizeMore provides ad revenue optimization, header bidding wrapper, and managed ad ops services for publishers. It directly competes with AdPushup's managed services and header bidding engine, serving a similar SMB-to-enterprise publisher base.

Emerging players

• Kevel: Kevel is an ad serving and header bidding infrastructure provider focused on custom publisher and retail media use cases. It overlaps with parts of AdPushup's offering but with a distinct focus on bespoke server-side ad serving rather than turnkey publisher monetization.

Broad incumbents

• Index Exchange: Index Exchange is a leading global ad exchange/SSP. It is both a demand partner and an indirect competitor to AdPushup, providing header bidding infrastructure that publishers could adopt independently.
• PubMatic: PubMatic is a major independent SSP that connects publishers to programmatic demand. While it is a partner of AdPushup via header bidding, it competes at the platform layer for publisher relationships and ad inventory monetization.
• Google Ad Manager: Google Ad Manager is the dominant ad serving and header bidding platform that AdPushup integrates with via GCPP. It is the incumbent against which all header bidding wrappers and yield optimizers compete, offering overlapping capabilities as part of a much broader ad tech portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/adpushup
• Facebookfacebook.com/AdPushup
• LinkedInlinkedin.com/company/adpushup

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AdPushup