{"id":34337,"date":"2025-10-03T20:37:00","date_gmt":"2025-10-03T15:07:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=34337"},"modified":"2025-10-13T21:20:57","modified_gmt":"2025-10-13T15:50:57","slug":"zelto-to-geniee-us-rebrand","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/","title":{"rendered":"From Zelto to Geniee US: What This Means for AdPushup and Our Partners","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#fff1f5\"><em>As of<strong> July 30, 2025, Zelto Inc<\/strong>., the parent company of <strong>AdPushup<\/strong>, has officially been renamed <strong>Geniee US Inc<\/strong>. While the name has changed, AdPushup\u2019s platform, team, and mission remain unchanged, now strengthened by Geniee\u2019s global capabilities.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>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\u2019re milestones in a journey that define where a business is headed. Today, we\u2019re sharing one such milestone with you.<\/p>\n\n\n\n<p>As of <strong>July 30, 2025<\/strong>, our parent <a href=\"https:\/\/www.adpushup.com\/blog\/creator-conglomerates\/\" target=\"_blank\" rel=\"noreferrer noopener\">company<\/a>, incorporated in Delaware, has officially changed its registered legal name from <strong>Zelto Inc.<\/strong> to <strong>Geniee US Inc.<\/strong><\/p>\n\n\n\n<p>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 <strong>Geniee Inc., a leading global ad technology company, acquired AdPushup\u2019s parent company in 2023.<\/strong> For us, this is not just about a new name,it\u2019s about embracing a shared global identity, strengthening our foundation, and looking forward to what\u2019s next.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/#Why_the_Change_Matters\" >Why the Change Matters?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/#A_Look_Back_The_Journey_of_AdPushup_Zelto_and_Geniee\" >A Look Back: The Journey of AdPushup, Zelto, and Geniee<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/#What_Changes_and_What_Doesnt\" >What Changes? (and What Doesn\u2019t)<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/#Looking_Ahead\" >Looking Ahead<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/#The_Bottom_Line\" >The Bottom Line<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-why-the-change-matters\"><span class=\"ez-toc-section\" id=\"Why_the_Change_Matters\"><\/span><strong>Why the Change Matters<\/strong>?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For publishers, partners, and the broader ad tech community, names matter because they carry history, trust, and vision. The transition from <strong>Zelto Inc.<\/strong> to <strong>Geniee US Inc.<\/strong> is more than a rebrand,it\u2019s a declaration that we are fully part of Geniee\u2019s global family.<\/p>\n\n\n\n<p>But here\u2019s what it doesn\u2019t mean:<\/p>\n\n\n\n<ul><li><strong>No changes to AdPushup as a product<\/strong>: The platform you trust remains intact.<br><\/li><li><strong>No changes to our team<\/strong>: The same people you work with daily are here to support you.<br><\/li><li><strong>No changes to our mission<\/strong>: Helping publishers grow their revenue continues to be our north star.<br><\/li><\/ul>\n\n\n\n<p>Instead, what changes is how we\u2019re positioned globally. With this rebrand, we gain stronger alignment with Geniee\u2019s international strategy, resources, and innovation pipeline, allowing us to do more, faster.<\/p>\n\n\n\n<h2 id=\"h-a-look-back-the-journey-of-adpushup-zelto-and-geniee\"><span class=\"ez-toc-section\" id=\"A_Look_Back_The_Journey_of_AdPushup_Zelto_and_Geniee\"><\/span><strong>A Look Back: The Journey of AdPushup, Zelto, and Geniee<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To understand why this step matters, it helps to look at where we started and how far we\u2019ve come.<\/p>\n\n\n\n<h3 id=\"h-2014-the-beginning\"><strong>2014: The Beginning<\/strong><\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 id=\"h-2017-2022-growth-and-expansion\"><strong>2017\u20132022: Growth and Expansion<\/strong><\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 id=\"h-2023-the-acquisition-by-geniee\"><strong>2023: The Acquisition by Geniee<\/strong><\/h3>\n\n\n\n<p>In 2023, a pivotal moment arrived. <strong>Geniee Inc., a Japan-based ad tech leader with global reach, acquired AdPushup\u2019s parent company (Zelto Inc.).<\/strong> The acquisition was driven by a shared vision: combining AdPushup\u2019s innovation and agility with Geniee\u2019s scale, resources, and market presence.<\/p>\n\n\n\n<p>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\u2019s worldwide ambitions.<\/p>\n\n\n\n<h3 id=\"h-2023-2025-integration-in-action\"><strong>2023\u20132025: Integration in Action<\/strong><\/h3>\n\n\n\n<p>The two years following the acquisition were about building bridges. Together with Geniee, we worked on:<\/p>\n\n\n\n<ul><li><strong>Closer integration with Geniee\u2019s ad tech ecosystem<\/strong> \u2013 giving us access to global demand partners, data-driven insights, and cutting-edge technology.<br><\/li><li><strong>Product evolution<\/strong> \u2013 enhancing AdPushup\u2019s capabilities with Geniee\u2019s best practices in optimization, transparency, and efficiency.<br><\/li><li><strong>Leadership alignment<\/strong> \u2013 strengthening collaboration across teams in the U.S., Japan, and Southeast Asia to ensure unified strategy and execution.<br><\/li><\/ul>\n\n\n\n<p>This was a period of transition,sometimes challenging, always transformative. And today, with the official name change, that transition reaches a new milestone.<\/p>\n\n\n\n<h3 id=\"h-2025-becoming-geniee-us-inc\"><strong>2025: Becoming Geniee US Inc.<\/strong><\/h3>\n\n\n\n<p>On <strong>July 30, 2025<\/strong>, Zelto Inc. was officially renamed <strong>Geniee US Inc.<\/strong> 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.<\/p>\n\n\n\n<h2 id=\"h-what-changes-and-what-doesn-t\"><span class=\"ez-toc-section\" id=\"What_Changes_and_What_Doesnt\"><\/span><strong>What Changes? (and What Doesn\u2019t)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For you, our partners, here\u2019s the simplest way to put it:<\/p>\n\n\n\n<ul><li><strong>What doesn\u2019t change:<br><\/strong><ul><li>AdPushup continues as the platform you know.<br><\/li><li>The same team is here to support you.<br><\/li><li>Our mission to maximize publisher revenue remains central.<br><\/li><\/ul><\/li><li><strong>What changes:<br><\/strong><ul><li>Our global alignment means faster innovation cycles.<br><\/li><li>Stronger collaboration with Geniee\u2019s worldwide network.<br><\/li><li>A unified identity that gives us more visibility, credibility, and scale in the ad tech ecosystem.<br><\/li><\/ul><\/li><\/ul>\n\n\n\n<h2 id=\"h-looking-ahead\"><span class=\"ez-toc-section\" id=\"Looking_Ahead\"><\/span><strong>Looking Ahead<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>By becoming <strong>Geniee US Inc.<\/strong>, we\u2019re not changing who we are, but strengthening our ability to respond to these shifts. We\u2019re more deeply connected to Geniee\u2019s global expertise, more capable of scaling solutions, and better positioned to serve our publisher partners worldwide.<\/p>\n\n\n\n<p>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\u2019s global ecosystem to accelerate growth.<\/p>\n\n\n\n<h2 id=\"h-the-bottom-line\"><span class=\"ez-toc-section\" id=\"The_Bottom_Line\"><\/span><strong>The Bottom Line<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The change from <strong>Zelto Inc.<\/strong> to <strong>Geniee US Inc.<\/strong> 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.<\/p>\n\n\n\n<p>For our partners and publishers, this means continuity with added strength. For our team, it\u2019s a reminder of how far we\u2019ve come and how much opportunity lies ahead. And for the broader industry, it\u2019s a signal that AdPushup, now as part of Geniee US Inc., is committed to shaping the future of publisher monetization on a global stage.<\/p>\n\n\n\n<p>We thank you for being part of this journey,and we\u2019re excited about where the next chapter will take us, together.<\/p>\n\n\n\n<h2 class=\"has-text-align-center\" id=\"h-frequently-asked-questions\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span><strong>Frequently Asked Questions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1759499202150\"><strong class=\"schema-faq-question\">1. <strong>What has changed?<\/strong><\/strong> <p class=\"schema-faq-answer\">The legal name of Zelto .Inc has been changed to Geniee US Inc effective as of July 30, 2025.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1759499320923\"><strong class=\"schema-faq-question\">2. <strong>Has the ownership or structure changed?<\/strong><\/strong> <p class=\"schema-faq-answer\">No. Everything remains the same, apart from the name.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1759499411167\"><strong class=\"schema-faq-question\">3.<strong> Why was the name changed?<\/strong><\/strong> <p class=\"schema-faq-answer\">To reflect our integration with Geniee Inc. and align with its global brand identity.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1759499490414\"><strong class=\"schema-faq-question\">4.<strong> Do contracts or agreements need to be updated?<\/strong><\/strong> <p class=\"schema-faq-answer\">No. All existing contracts shall remain valid and binding under the new legal name. We propose updating the name to reflect the new legal entity upon renewal of the agreement. However, should you prefer, we would be pleased to execute an addendum to the existing agreement to reflect this change.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1759499525233\"><strong class=\"schema-faq-question\">5. <strong>What about invoices and payments?<\/strong><\/strong> <p class=\"schema-faq-answer\">Please continue using our current bank account under <strong>Zelto Inc.<\/strong> until further notice. Invoices may reflect the new name, but the tax ID and payment process remain the same.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1759499566179\"><strong class=\"schema-faq-question\">6. <strong>Can you provide proof of the name change?<\/strong><\/strong> <p class=\"schema-faq-answer\">Yes, the Certificate of Amendment issued by the Delaware Secretary of State is available upon request.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1759499626560\"><strong class=\"schema-faq-question\"><strong>7. Who can I contact for further questions?<\/strong><\/strong> <p class=\"schema-faq-answer\">Please contact us at accounts@adpushup.com<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>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\u2019s platform, team, and mission remain unchanged, now strengthened by Geniee\u2019s global capabilities. In the world of technology, change is constant. Companies evolve, brands transform, and identities shift to reflect broader<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":67,"featured_media":0,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AdPushup Parent Company Zelto Rebrands as Geniee US Inc. in 2025<\/title>\n<meta name=\"description\" content=\"AdPushup&#039;s parent company is now Geniee US Inc. No changes to platform or team. Learn how this strengthens our ability to help publishers\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"AdPushup Parent Company Zelto Rebrands as Geniee US Inc. in 2025\" \/>\n<meta name=\"twitter:description\" content=\"AdPushup&#039;s parent company is now Geniee US Inc. No changes to platform or team. Learn how this strengthens our ability to help publishers\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Geetanjai Sharma\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/zelto-to-geniee-us-rebrand\/\",\"name\":\"AdPushup Parent Company Zelto Rebrands as Geniee US Inc. in 2025\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"datePublished\":\"2025-10-03T15:07:00+00:00\",\"dateModified\":\"2025-10-13T15:50:57+00:00\",\"description\":\"AdPushup's parent company is now Geniee US Inc. 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