Who Owns AdPushup?

AdPushup was founded in 2014 by Ankit Oberoi and Atul Agarwal. The founding idea was simple: A/B testing was everywhere in marketing but nobody was applying it to publisher-side ad layouts. The founders built a prototype that produced double-digit revenue growth on its first test site, proving the concept.

The product expanded from layout testing into a full revenue optimization platform covering header bidding, ad viewability, innovative formats, and ad-block revenue recovery through a companion product called AdRecover. Backing came from Microsoft Ventures, and the company won the NASSCOM Emerge 50 award, recognition that established it as one of India's more visible ad tech startups despite its Delaware registration.

By the early 2020s AdPushup served more than 300 publishing partners and optimized over 2 billion monthly impressions, holding Google Certified Publishing Partner status. In March 2023 Tokyo-listed Geniee acquired Zelto, Inc., the AdPushup operator, for about $70 million, integrating it as the group's overseas growth engine. Geniee reporting describes the unit as Geniee US, with the Zelto acquisition significantly raising the group's overseas revenue share.

Under Geniee ownership the AdPushup brand has continued operating with its established team concentrated in the US and India, serving a largely English-language publisher market.