I remember early years at AdPushup when we had only a little money left, enough to keep us running for a few more weeks. Luckily we ended up raising our seed round before we ran out.

In 2015 when we launched our product’s first version, we saw a large number of signups, thinking it was a roaring success only to find out that most customers were gone in 3 months.

These periods of stress and constraints are more important than one would think; they taught us far more and were critical in building the DNA that we have today for frugality, profitability and fundamentally delivering value to our customers.

Around 8 years later, it is only due to these very same values that bring us here at a significant milestone in our journey.

I’m excited to announce that Zelto (erstwhile AdPushup) has been acquired by Geniee, a publicly listed company on the Tokyo Stock Exchange and a part of the iconic SoftBank Group!

It is an incredibly exciting moment for us as an organization and our publisher partners around the globe. 

About 10 years ago, we set an audacious company vision – to help publishers earn more revenue.

Today, I am incredibly proud of what we have achieved towards reaching this goal. We are rated 4.5+ on G2 and Trustpilot, and have doubled our ARR for 4 years consecutively. We were also a part of The Financial Times fastest growing companies list for two years in a row (2021 and 2022).

AdPushup (aka Zelto) has become a trusted brand, optimizing 20 billion impressions per day.  This partnership with Geniee is the ideal next step to become a stronger global organisation and further advance our combined vision. 

Geniee is a global leader in advertising technology products for publishers, which will enable us to innovate much faster and serve publishers across the globe with a larger pool of resources.

We will also be able to support publishers with access to a wider range of products and more partnerships for their ad monetization needs. 

This partnership won’t affect how Zelto functions, we will continue to operate under the brand name Zelto with a continued focus on our mission, customers and publisher community. 

Both Geniee and Zelto will leverage each other’s strengths. By integrating Zelto’s products suite with Geniee’s ad revenue maximisation platform, Geniee will be able to tap into markets where Zelto has a strong presence i.e. North America, Europe & India and serve an even larger market besides Japan and Southeast Asia. 

With access to Geniee’s incredible resources, knowledge and global platform, the possibilities are truly limitless.

I could not be more excited for what lies ahead.


Ankit is a co-founder @ AdPushup (a tool which helps online publishers optimize ad revenues) and loves online marketing & growth hacking.

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