AppNexus and Adobe Advertising Cloud today announced that they will provide full fee transparency to advertisers using Adobe Advertising Cloud on the AppNexus marketplace. Advertisers buying inventory through AppNexus via Adobe Advertising Cloud will enjoy full visibility into fees at a site level, including a regular accounting of the portion of their budget that reaches specific end publishers.
When we built the AppNexus Programmable Platform (APP), our goal was to build a new kind of DSP around machine learning technology – one that empowers our clients to build more data-driven, hyper-targeted, ROI-positive campaigns in less time.
Some people may hear that and think that we’re hatching some kind of dystopian plan to have computers call all the shots. That’s neither true nor possible. Advertising – even programmatic – will always require the ability to understand a brand’s goals and distill them into experiences and encounters that will resonate with their desired audience. No machine can do that on its own. That’s where traders come in.
But as we discussed at our most recent Summit event, we do think that change is on the way for traders. More powerful technology will allow them to partner more closely with brands and advertisers as they achieve better performance in their campaigns. Below are three predictions for how the role of the trader will change in the coming years.
This post is part of our Summer Intern Blog Series! Each of our most recent class of interns wrote a blog post on their biggest accomplishments and lessons of the summer. This installment comes from Caroline, a Cognitive Neuroscience and Evolutionary Psychology Concentrator at Harvard College. When she’s not playing with spreadsheets, she enjoys traveling, cooking, eating, and petting other people’s dogs.
At its core, the story of online ad fraud is a cat-and- mouse game between bad actors and those of us who work to thwart them. Every time that brands, publishers, and vendors implement a new preventative measure, fraudsters develop a still more sophisticated method of stealing ad budgets intended for legitimate human audiences.
Though fraudsters use a variety of tactics to carry out their theft, the common denominator is that they profit by selling phony web traffic under false pretenses. In many cases, these schemes involve charging brands and/or publishers to access audiences that don’t actually exist. While the methods are always changing, popular ones today include:
This post is part of our Summer Intern Blog Series! Each of our most recent class of interns wrote a blog post on their biggest accomplishments and lessons of the summer. This installment comes from Anna, a senior at Barnard College majoring in Urban Studies with a concentration in Statistics. She enjoys all things theater, New York and peanut butter.
AppNexus technology powers the most innovative trading solutions and marketplaces for Internet advertising. We power the ads that power the Internet. Founded in 2007, and growing rapidly since, we are consistently ranked as a top technology company in New York.