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Cookieless Targeting Platform That Rewards Gen Z for Watching Ads Officially Opens to Brands

Hires, Wins & Business 22 Add to collection

Zedosh offers brands an audience of engaged young people who are hard to reach on other platforms

Cookieless Targeting Platform That Rewards Gen Z for Watching Ads Officially Opens to Brands

Zedosh, a new smartphone app that pays Gen Z consumers  to watch branded content to completion, is now officially open to brands after a successful beta test phase and having secured £400,000 of funding. 

Zedosh offers brands an audience of engaged young people who are hard to reach on other platforms, allowing brands to run hyper-targeted campaigns using banking data which its users have consented to share – a marked break with the existing online ad model, where targeting relies on cookies and brands frequently interrupting users whilst running the risk of appearing next to unsafe content. 

The new app, which profiles users according to their financial transaction data, is a safe, secure platform for brands to share video content with users who opt-in. 

Zedosh users give their explicit permission to analyse their bank transactions instead of their browsing habits, so unlike other ad platforms, Zedosh can attribute brands’ ad spend ROI to payments made both online and on the high street.

It will have strong appeal to Gen Z consumers, who are digitally savvy, open to the idea of financial data sharing, and eager to get a fair share of the attention economy dominated by Google and Facebook. 

Zedosh also offers a wealth of engaging content to attract Gen Z consumers, showing them how to improve their finances, providing career advice from influencers, and presenting fun information videos.

Brands that have already partnered with Zedosh include femcare disruptor Daye, challenger snack brand Well & Truly, and vegan carbon negative sneaker brand Elliott Footwear. Zedosh is a member of the Conscious Advertising Network and checks every piece of content to ensure it complies with the company’s values before it is published. 

Zedosh’s targeting will be based on a proprietary algorithm called the Attention Exchange®, which uses Open Banking data, including recent transactions, to segment its audience. As with all organisations offering Open Banking services, Zedosh is regulated by the Financial Conduct Authority. Zedosh has partnered with Moneyhub to harness its Open Banking technology to create the functionality behind the app.

Guillaume Kendall, Zedosh’s founder and CEO, said: “With the end of third-party cookies in sight and consumers levelling up on data privacy, there is a real opportunity to take digital advertising to the next level. Zedosh provides brands with a much-needed solution by instantly rewarding consumers for watching relevant, targeted content in a distraction-free, brand safe app. In that way, advertisers get to use uninterrupted, quality time with their target audiences to grow their brands.”

Emma Holmes, Senior Marketing Lead at femcare disruptor Daye, one of Zedosh’s beta advertisers, said: "We started working with Zedosh to contribute to the diversification of our acquisition channels, to improve our blended CAC and reach an audience who are proven to engage with our content. Higher engagement leads to a greater understanding of our multi-layered value proposition and better conversion rates."

Zedosh users join the app by giving permission for it to access data from their bank accounts. The app adheres to the new Open Banking Regulations and is fully GDPR compliant. Over time, a model with dynamic pricing based on the value of a consumer’s attention will evolve. Users will also be able to benefit from exclusive offers, promotions and discounts if a brand chooses that route. Consumers will also eventually have an in-app opportunity to divert the money they earn to a good cause.

Zedosh is available to download via Apple’s App Store and Google Play.

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Persuasion, Tue, 14 Sep 2021 12:33:37 GMT