From Zelto to Geniee US: What This Means for AdPushup and Our Partners

As of July 30, 2025, Zelto Inc., the parent company of AdPushup, has officially been renamed Geniee US Inc. While the name has changed, AdPushup’s platform, team, and mission remain unchanged, now strengthened by Geniee’s global capabilities.

In the world of technology, change is constant. Companies evolve, brands transform, and identities shift to reflect broader goals. But some changes are more than cosmetic, they’re milestones in a journey that define where a business is headed. Today, we’re sharing one such milestone with you.

As of July 30, 2025, our parent company, incorporated in Delaware, has officially changed its registered legal name from Zelto Inc. to Geniee US Inc.

This change may look like a simple update on paper, but it represents much more. It marks the completion of a two-year integration process that began when Geniee Inc., a leading global ad technology company, acquired AdPushup’s parent company in 2023. For us, this is not just about a new name,it’s about embracing a shared global identity, strengthening our foundation, and looking forward to what’s next.

Why the Change Matters?

For publishers, partners, and the broader ad tech community, names matter because they carry history, trust, and vision. The transition from Zelto Inc. to Geniee US Inc. is more than a rebrand,it’s a declaration that we are fully part of Geniee’s global family.

But here’s what it doesn’t mean:

• No changes to AdPushup as a product: The platform you trust remains intact.
  
• No changes to our team: The same people you work with daily are here to support you.
  
• No changes to our mission: Helping publishers grow their revenue continues to be our north star.
  

Instead, what changes is how we’re positioned globally. With this rebrand, we gain stronger alignment with Geniee’s international strategy, resources, and innovation pipeline, allowing us to do more, faster.

A Look Back: The Journey of AdPushup, Zelto, and Geniee

To understand why this step matters, it helps to look at where we started and how far we’ve come.

2014: The Beginning

AdPushup was founded with a simple yet powerful mission: to help online publishers maximize their ad revenue. At a time when digital advertising was rapidly evolving, publishers were struggling with declining CPMs, complex monetization setups, and a lack of transparent tools. AdPushup set out to solve that with optimization technology that was both easy to use and highly effective.

2017–2022: Growth and Expansion

As digital advertising matured, so did AdPushup. The company grew beyond its roots in ad layout optimization to offer a broader suite of revenue optimization solutions, including header bidding, ad mediation, and advanced analytics. During this time, we expanded globally, built relationships with hundreds of publishers, and became a recognized name in the ad tech ecosystem.

2023: The Acquisition by Geniee

In 2023, a pivotal moment arrived. Geniee Inc., a Japan-based ad tech leader with global reach, acquired AdPushup’s parent company (Zelto Inc.). The acquisition was driven by a shared vision: combining AdPushup’s innovation and agility with Geniee’s scale, resources, and market presence.

This was not just a financial transaction,it was the beginning of a partnership built on mutual strengths. From the start, the focus was on integration: aligning leadership, leveraging global expertise, and ensuring that AdPushup could contribute meaningfully to Geniee’s worldwide ambitions.

2023–2025: Integration in Action

The two years following the acquisition were about building bridges. Together with Geniee, we worked on:

• Closer integration with Geniee’s ad tech ecosystem – giving us access to global demand partners, data-driven insights, and cutting-edge technology.
  
• Product evolution – enhancing AdPushup’s capabilities with Geniee’s best practices in optimization, transparency, and efficiency.
  
• Leadership alignment – strengthening collaboration across teams in the U.S., Japan, and Southeast Asia to ensure unified strategy and execution.
  

This was a period of transition,sometimes challenging, always transformative. And today, with the official name change, that transition reaches a new milestone.

2025: Becoming Geniee US Inc.

On July 30, 2025, Zelto Inc. was officially renamed Geniee US Inc. This marks the completion of our integration and the beginning of a new chapter,one where AdPushup operates under the umbrella of a unified global identity.

What Changes? (and What Doesn’t)

For you, our partners, here’s the simplest way to put it:

• What doesn’t change:
  
  • AdPushup continues as the platform you know.
    
  • The same team is here to support you.
    
  • Our mission to maximize publisher revenue remains central.
    
• What changes:
  
  • Our global alignment means faster innovation cycles.
    
  • Stronger collaboration with Geniee’s worldwide network.
    
  • A unified identity that gives us more visibility, credibility, and scale in the ad tech ecosystem.
    

Looking Ahead

Advertising industry is changing faster with AI, new formats, privacy regulations, data challenges, and shifts in consumer behavior. In this environment, stability and innovation go hand in hand.

By becoming Geniee US Inc., we’re not changing who we are, but strengthening our ability to respond to these shifts. We’re more deeply connected to Geniee’s global expertise, more capable of scaling solutions, and better positioned to serve our publisher partners worldwide.

AdPushup remains at the heart of this journey. Our role is clear: to continue delivering tools and strategies that help publishers thrive, while leveraging the power of Geniee’s global ecosystem to accelerate growth.

The Bottom Line

The change from Zelto Inc. to Geniee US Inc. is a milestone, not an endpoint. It signals that the integration of the past two years is now complete and that we are stepping forward under one name, one identity, and one vision.

For our partners and publishers, this means continuity with added strength. For our team, it’s a reminder of how far we’ve come and how much opportunity lies ahead. And for the broader industry, it’s a signal that AdPushup, now as part of Geniee US Inc., is committed to shaping the future of publisher monetization on a global stage.

We thank you for being part of this journey,and we’re excited about where the next chapter will take us, together.

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