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Edited by Eddie Fernandes,
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Roy de Souza,
Chief Executive Officer and Co-founder of Zedo,

Brief Bio:
Roy de Souza was born in Nairobi in 1970, the son of Fitz and Romola de Souza; brother of Veena, Maya and Mark who now live in the UK. He received his early education at St. Mary’s School in Nairobi.

Roy leads ZEDO's ( team and heads up its strategy and vision, sales & marketing, and product management efforts. Prior to ZEDO, he was in product management at, an Internet city guide company. Zip2 was acquired by Compaq/Altavista and is now part of CMGI's My Way. Previously, he was a consultant at The COBA Group, a Marketing/Strategy Consulting boutique in the UK.

Roy has extensive experience in marketing strategies, consumer goods marketing and advertising with such companies as: Avon, Hewlett Packard, and Schwab. Roy has also evaluated market positioning of numerous potential investments for venture capitalists. Before COBA, Roy worked for Rover Group Cars and Imperial Chemical Industries. He started his career at the advanced technology division of Ove Arup & Partners Consulting Engineers.

Roy received his MBA from Kellogg Graduate School of Management, Northwestern University where he was elected Vice President of Technology. He co-founded the now popular Kellogg TechVenture class. Roy received his Masters in Engineering and Economics from St. Anne's College, Oxford University.

Some References to Roy de Souza
8 March 2005.PR Newswire (U.S.).

ZEDO Signs Up Over 30 New Customers in Three Months.


ZEDO Inc., the leading worldwide provider of Customer-Fit Ad Serving solutions, today announced that it has signed up 31 new customers in the last three months…Roy de Souza, CEO of ZEDO Inc. noted, "With the resurgence of online advertising, we are witnessing a tremendous demand in the recent months for high quality ad serving by companies who want to leverage on ROI enhancing features to maximize revenue."
ZEDO is the leading worldwide provider of Ad Serving solutions for today's online advertising needs. ZEDO is a global company with headquarters in San Francisco and offices in Boston, the UK and India. Full text click here.

20 July 2004. CNET News
Exposing click fraud. Excerpts:

Internet marketers facing higher advertising fees on search networks are becoming increasingly concerned about a form of online fraud that was thought to have been contained years ago. The practice, known as "click fraud," with programs that automatically surfed Web sites to increase traffic figures.

Roy de Souza, CEO of advertising technology firm Zedo, said his company's geotracking systems have traced Internet Protocol addresses to detect click operations in China. In describing one common scheme, he said a legitimate site is duplicated under another name, complete with text ads from a search network. A bot would then be trained to click on the ad links that appear on the bogus site, said de Souza, who estimated that click fraud affects 10 percent to 20 percent of today's search network ads.
Full text at:,39037064,39187339,00.htm

7 October 2002. The Independent (UK). Network: Top Of The Pops; pop-under ads, which lurk beneath the web pages you are viewing, are a hit with advertisers but hugely annoying for surfers.


The internet ad executive Roy de Souza still lives life at the frenetic pace of the boom years. A case in point: he recently conducted an international phone interview from the back seat of an Indian taxi, interrupting his answers every sentence to direct the driver through the maze-like streets of the Indian capital, Mumbai.

But before we feel too sorry for this harried entrepreneur, who spends much of his life zipping between company offices in London, San Francisco and Mumbai, perhaps we should bear in mind what he does for a living. As the founder and chief executive of, a company whose servers send web adverts to your browser, de Souza is one of the people responsible for the seemingly endless barrage of pop-under ads that appear beneath the window you're viewing, and then lurk eternally between you and the web page you wish to view, generating a cascade of unwanted browser windows that can often crash your machine. And de Souza, as affable and pleasant as he is, happens to be the bearer of bad tidings.

"Ads need to be big and high quality," says de Souza. "They want to force you to watch the ads on the internet, and so most of the demand is for pop-unders."

Full text at

20th January, 2002. Net Ads. Zedo Offers Free Delivery of Unsold Inventory. Excerpts:
ZEDO, Inc., a leading third-generation ad serving company, announced earlier this week that they would deliver 'unsold' ads for their publishers at no charge. This includes the complimentary delivery of unproductive remnant inventory, unsold house and default ads run by the publisher…Reiterating the service's key value proposition, Zedo CEO Roy de Souza said, "The efficiency of Zedo's architecture allows [the company] to provide the pricing and pricing structure that customers want...Publishers only pay Zedo for ad serving when they are making money from the ads served - this is what our customers need to succeed in today's market."

Full text at

A Sense of Belonging Among Belongings
17 Sep 2006: New York Times. Excerpts: Members of mostly people 16 to 25, list their possessions on the site. They also meet friends …, went live last Tuesday … some four million people have joined the free site since January, during its private beta test, according to Roy de Souza, Zebo’s founder and chief executive. “The older generation find it a bit odd,” said Mr. de Souza, who is based in San Francisco … Mr. de Souza plans to add more product links, sell advertising and regularly publish data about the habits and preferences of the young people who use the site.

For full text, 1081 words, click here.

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