What Zelto does

Zelto's business model rests on a combination of recurring subscription/quote-based pricing for AdPushup and Glimpse, and a transaction or revenue-share component for AdRecover tied to recovered impressions. Distribution is hybrid: a self-serve product-led growth motion through the website targets SMB and individual publishers, while dedicated account managers support enterprise accounts such as CNET, ELLE, PCMag, Mashable, NDTV, GSMA, Autocar, and SPIN. The company leverages certifications and memberships — Google Certified Publishing Partner, IAB member, TAG Registered, and Prebid member — to access premium demand and signal credibility. In June 2025, Zelto-affiliated entity Zelgor acquired Mixie, a Web3-native media network with 100M+ impressions and an AI-powered no-code game engine, marking the company's first material move outside the traditional ad-tech stack.

Name

Zelto

Legal name

Zelto Inc.

Website

https://zelto.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Zelto is a U.S.-based ad technology company that builds publisher monetization software, including its flagship AdPushup revenue optimization platform plus AdRecover and Glimpse, serving 300+ publishers across 50+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Ad Revenue Optimization Platform: Revenue optimization platform for web publishers that helps grow advertising revenue through premium demand partnerships and ad ops expertise. Publishers pay for the service to increase their ad monetization effectiveness.
2. Ad Recovery Services: AdRecover solution recovers lost revenue due to adblocked traffic, generating revenue through a transaction/revenue share model on recovered impressions.
3. User Engagement Solutions: Glimpse link preview solution generates revenue by improving user engagement metrics for publishers, likely through premium tier subscriptions or usage-based pricing.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Zelto operates as a technology solutions provider for web publishers through three products: AdPushup, a revenue optimization platform combining header bidding, premium demand partnerships, and ad ops expertise; AdRecover, a one-line JavaScript solution that unlocks ad delivery to visitors using ad blockers; and Glimpse, a link preview solution that enhances on-page engagement and SEO.

Product overview

Zelto is a technology company offering a universe of tech solutions and products supporting web publishers. The portfolio consists of AdPushup as the core revenue optimization platform, supplemented by AdRecover for adblocked traffic recovery and Glimpse for link preview/engagement enhancement. AdPushup is a Google Certified Publishing Partner and IAB Member, serving over 300 publishers across 50+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• AdPushup: Revenue optimization platform for web publishers, Google Certified Publishing Partner and IAB Member. Helps publishers grow advertising revenue using technology, premium demand partnerships, and ad ops expertise.
• AdRecover
• Glimpse

Products and services

• AdPushup A revenue optimization platform that helps web publishers sustainably grow advertising revenue through server-side header bidding, premium demand partnerships, and ad ops expertise. It is a Google Certified Publishing Partner and IAB Member, offering easy setup with no coding required and dedicated account managers. Targeted at SMB through enterprise digital publishers.
• AdRecover A user-friendly solution that recovers lost advertising revenue due to adblocked traffic using one line of JavaScript, unlocking ad delivery to visitors using ad blocking extensions while educating users about banner ads and providing an opt-out option. Targeted at web publishers experiencing revenue loss from ad blocking.
• Glimpse A link preview solution that makes links come to life with stunning previews, helping websites increase average time on page, improve SEO, reduce bounce rates, and boost link clicks. Targeted at web publishers and site owners seeking to improve on-site engagement.

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Google Certified Publishing PartnercoreTechnology or IntegrationOfficial Google Certified Publishing Partner status, enabling deep integration with Google AdSense and access to Google's premium demand. This partnership provides credibility and technical integration capabilities.
• IAB (Interactive Advertising Bureau)coreStrategic or Co-development PartnerActive IAB member with registered TAG certification, demonstrating commitment to industry standards, transparency, and brand safety in digital advertising.
• PrebidcoreTechnology or IntegrationOfficial Prebid member with Prebid.js integration capabilities, enabling transparent, fair, and efficient header bidding across programmatic ad ecosystems.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Regional players

• Optidigital: Optidigital is a European-focused header bidding and ad optimization provider for publishers. It is comparable to AdPushup in offering and target customer, but its primary geographic focus is European markets rather than Zelto's global 50+ country footprint.

Direct peers

• Snigel: Snigel offers header bidding, adblock recovery, and content monetization tools specifically designed for online publishers. Its AdBlock recovery product directly competes with Zelto's AdRecover, and its header bidding wrapper competes with AdPushup.
• Ezoic: Ezoic is an AI-driven ad revenue optimization platform for web publishers offering header bidding, mediation, and ad testing. It directly competes with AdPushup in serving mid-market and enterprise publishers seeking yield improvements without in-house ad ops.
• MonetizeMore: MonetizeMore provides ad revenue optimization, header bidding wrappers, and Google AdX account management for publishers. It competes head-to-head with Zelto/AdPushup for publishers seeking outsourced monetization expertise and Google demand access.
• Freestar: Freestar is a publisher-focused ad monetization platform offering header bidding, demand management, and adblock recovery. It serves publishers of similar size to Zelto's customer base with comparable technology offerings.
• Sortable: Sortable (formerly Embed.ly) provides publisher monetization and header bidding technology with focus on yield optimization. It serves a similar publisher customer base with comparable header bidding and demand integration capabilities.
• Setupad: Setupad provides header bidding monetization and ad stack optimization for publishers, including a proprietary header bidding wrapper. It targets the same publisher audience as AdPushup with comparable yield optimization offerings.

Broad incumbents

• Magnite: Magnite (formerly Rubicon Project) is the largest independent SSP with extensive header bidding and CTV capabilities. It is an indirect competitor providing demand-side infrastructure that publishers access, sometimes through wrappers like AdPushup.
• PubMatic: PubMatic is a public, large-scale SSP and header bidding infrastructure provider serving publishers globally. While it operates at a different scale than Zelto, it provides overlapping header bidding and monetization services to large publisher clients.
• Google Ad Manager: Google Ad Manager is the dominant publisher ad server and header bidding platform. While Zelto is a Google Certified Publishing Partner rather than direct competitor, Ad Manager represents the underlying technology stack AdPushup optimizes on top of.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/zelto

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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 Zelto