Join Us On December 3 For the AppNexus Women’s Leadership Forum

FINAL WLF Save the Date

Join us on December 3rd for AppNexus’ inaugural Women’s Leadership Forum, an invite-only conference featuring actionable strategies for leadership success.

The event will bring together over 150 women currently in or aspiring to leadership in New York’s digital community. Industry experts will share their experiences leading world-class organizations and present tools and techniques to help you accelerate your career, create change within your organization, and foster future generations of diverse leaders in digital.

Request your invite to attend.

Confirmed speakers include:

  • Jessica Singleton, Chief Digital Officer, NYC
  • Judy Spitz, CIO, Verizon
  • Denise Colella, SVP, Advanced Advertising Products and Strategy, NBC Universal
  • Sheila Spence, SVP Corporate Development, WPP
  • Reshma Saujani, CEO & Co-Founder, Girls Who Code
  • Verna Myers, President, The Verna Myers Company
  • Dorie Clark, Branding Expert & Author of Stand Out
  • Susan Lyne, President, BBG Ventures
  • Catherine Williams, Chief Data Scientist, AppNexus


See the full speaker line-up here, and agenda is as follows:

WLF agenda


This promises to be a inspirational day, providing actionable strategies to tackle key issues that impact women. Request your invitation today.

Tagged | comments (0)

The 2015 Q3 AppNexus Platform Index  


Download the Q3 Index

As the world’s leading independent ad tech company, AppNexus has access to a tremendous amount of data flowing through our platform. Last quarter, we sifted through this data, pulled together the key insights that would be most useful for buyers and sellers, and released our first-ever platform index. In it, we shared our insights on quarterly trends, ranging from the ad formats generating the highest click-through rates, to a breakout of spend on desktop versus mobile web versus mobile app.

Today, AppNexus releases the Q3 Platform Index, based on aggregated data from more than 1,400 buyers and sellers across our open technology platform. Although Q3 is often written off as a quarter in which digital advertising slows down as consumers step away from their devices and head to the beach, we saw a series of unexpected events heating up the advertising scene (for example, you may have tuned in from vacation to read about the discovery of water on Mars, or Donald Trump’s first ever GOP debate).

Here are a few key takeaways from the Q3 U.S. Platform Index:

  • Platform spend follows seasonal patterns: total global transactions dropped 6.2 percent from Q2, a dip that mirrors the one we saw in Q3 of 2014.
  • Quality counts: by removing non-compliant inventory on a pre-bid basis, our Inventory Quality (IQ) initiative helped our U.S. buyers increase click-through rates by 46 percent this quarter, while our publishers enjoyed a 255 percent bump in average CPMs.
  • Viewability is on the rise: the IQ initiative spurred a 77 percent uptick in the platform’s average view-through rate.
  • Election season is heating up: Q3 saw a spike in the numberof available impressions from U.S. publishers in the Law and Government category, a figure that climbed 245 percent in the weeks leading up to the first GOP debate.
  • Other successful U.S. content categories: Real Estate (232 percent increase in available impressions from last quarter), Autos and Vehicles (84 percent), and Science (172 percent) publishers all posted their best quarter of 2015.


To learn more, download the Q3 Index.


Tagged , , | comments (0)

Don’t Take Our Word For It: Hear From Bannerconnect

Social_Quotes_blog banner


This year marked the sixth annual AppNexus Summit in New York City, and with it came a jam-packed agenda that included some significant updates regarding both our company and our industry. In case you missed it, we launched the full-stack AppNexus Publisher Suite, the only independent and publisher-aligned alternative to Google; unveiled a new video buying product; and announced a viewable marketplace, a key platform capability that empowers buyers to transact only on viewable impressions via AppNexus Deals—just to name a few. It was an inspiring week, and reminded us that by powering the buying and selling of digital advertising with a strong, agnostic platform, AppNexus—along with our clients and partners—is shaping the future of a free and open internet.

Although the AppNexians who took the stage love talking about the innovations that are transforming our industry faster than ever before, we know there’s no better advocate for our technology than our clients. So over the next few weeks, we’ll host a content series called “Don’t Take Our Word For It” in which you’ll hear directly from clients about how AppNexus is powering their businesses and improving their performance.

First up is Bannerconnect, an early adopter of the AppNexus Programmable Bidder (APB). Historically, advertisers and agencies had two options when it came to leveraging their algorithms: they could build their own bidders (a costly and technically complex process) or entrust their data to a third-party “black box” bidder (an opaque process which compromises the integrity of their data). With APB, clients like Bannerconnect can upload their proprietary algorithms directly to AppNexus’ open platform and test algorithmic strategies to optimize campaign outcomes.

To learn more about Bannerconnect’s success with APB, click the images below to download the case study and watch a replay of Bannerconnect’s presentation at AppNexus Summit.



Bannerconnect at AppNexus Summit

Tagged , | Comments Off on Don’t Take Our Word For It: Hear From Bannerconnect

In Search of Unified Yield: A Recap of AppNexus Publisher Forum

Header Bidding

On November 6, the morning after Summit, we kicked off our first-ever AppNexus Publisher Forum. The Forum drew a crowd of over 100 global publishers into our NYC offices to learn more about the sell-side technologies and business practices AppNexus has developed and implemented throughout 2015.

After a meet-and-greet breakfast of pancakes, and opening remarks from Ryan Christensen, SVP and GM of the Publisher Technology Group (PTG), the audience got off to a running start with an in-depth panel discussion on a subject near and dear to many digital publishers these days: header bidding. Moderated by Ben Kneen, Senior Manager of Monetization for PTG, the panel consisted of three guest panelists hailing from different subsets of digital publishing: Stephanie Layser, VP of Ad Ops and Programmatic at A Plus; Rob Beeler, Publisher at AdMonsters; and Jeremy Hlavacek, VP of Programmatic at The Weather Company.

One point of difference that emerged quickly among the three panelists was how easy it had been (or hadn’t been) to implement header bidding across their organizations. But despite the aches and pains of adopting it into their respective corporate strategies, all panelists agreed that header bidding was well worth it; it seemed to have an undeniable “revenue velocity”. Stephanie reported a 70% sales increase once A Plus implemented header bidding, while Jeremy noted a boost of somewhere between 15% and 30% in total net profit. Another point of agreement: each of the panelists singled out latency as the challenge they wanted to see most improved in header bidding. In case you missed it, watch the full panel discussion here.

Following closely on the heels of the discussion panel was a presentation entitled, “A New Approach to Video Monetization,” delivered by AppNexus’ SVP of Video Technology, Eric Hoffert with an introduction to the topic by Senior Director of Product Michelle Smith. In her talk, Michelle walked the audience through the ins and outs of buying inventory using AppNexus’ new video buying capabilities. With over 85 clients representing 450 brands already using AppNexus Video, Michelle showcased a series of KPIs that would be music to any attentive marketer’s ears: not only was AppNexus’ video buying product better (around 10x to 100x better to be precise) at reaching specific, relevant audience segments than its competitors, but buyers using it reported a 300% overall increase in video engagement CTRs. Furthermore, the AppNexus video marketplace can directly link buyer to seller without the need for many intervening middlemen, the use of walled gardens, or multiple “closed” systems. These factors reduce the markup traditionally spent on video ads, enabling buyers to buy more of publishers’ available video inventory for the same dollar spent elsewhere. This results in building greater demand for publishers great video content.

On the sell-side, Eric explored key topics related to publishers and video monetization. He started with review of a major issue on publishers’ minds – video latency – looking in-depth at the reasons why audiences have to wait too long to see video content and advertising. He showed a live preview of the AppNexus Seller Tag – an integrated multimedia monetization framework – combining banner, video, native, and new content type placements in a single network request. The presentation wrapped up looking at opportunities for mobile video demand in apps, demonstrating options in the near term to power publishers building apps for iOS and Android.

After a quick networking session (as well as much-needed break for caffeinated beverages), Brad Nelson, Director of Product Management, PTG, and Marius Rausch, Director of Product Marketing, PTG, took to the stage to present the details of the AppNexus Publisher Suite, a new series of sell-side products that AppNexus had launched the previous day at Summit (and which many across the industry speculate already presents a better alternative to Google’s DoubleClick for Publishers).  While the AppNexus Publisher Suite is vital as a whole in helping online publishers monetize their yield holistically, Brad and Marius chose to focus on one of the most crucial pieces of the “Publisher Suite puzzle”: the AppNexus Publisher Adserver.

Why did AppNexus feel that now was the right time to build a brand-new ad server? Brad began answering that question by stating the basic necessities that a modern publisher ad server ought to provide. First and most obviously, it needed to provide a direct link between buyers and sellers. Brad’s second provision was that it should function more democratically. Rather than serving as a “walled intermediary” between supply and demand, today’s ad server needed to be open to any demand source – not just a few.

Brad also stressed that the modern-day ad server needed to be more intelligent – and perform more intelligently – than today’s existing options. The ability to provide an accurate forecast of supply and demand for buyers and sellers would be paramount to the success of any ad server. Furthermore, the new ad server would be able to take every nuance of forecastable data into account in real time when allocating space for serving impressions.

The new AppNexus Publisher Adserver does all those things. Equipped with Yieldex Analytics capabilities, it is able to provide immensely accurate forecasting that increases revenue for publishers and maximizes brand exposure for buyers.  When compared to Google’s DoubleClick for Publishers (DFP) for forecasting accuracy, AppNexus is 80% or more accurate 90% of the time; DFP is 80% or more accurate less than 50% of the time.

But what makes the AppNexus Publisher Adserver so truly cutting-edge, according to Brad, is the agility and intelligence by which it can act upon audience data and forecastable information. The server’s ability to accurately allocate impressions in real-time allows sellers to practice the science of yield management. Using AppNexus’ bidding technology gives them the luxury of “even-paced” campaigns that improve total yield by an impressive 21.3% over traditional delivery mechanisms such as non-guaranteed revenue priority.

The final presentation of the AppNexus Publisher Forum was called “How to Win at Mobile Monetization,” delivered by Arel Lidow, VP of Product Management, PTG.

Arel began by citing that the current landscape of mobile remained an essentially “closed ecosystem.” Ad networks monetize the vast majority of mobile inventory at undisclosed take rates that, if disclosed, are often found to be unfairly high. Meanwhile, the transparency into actual sources of demand tends to be incredibly low. As a result, publishers lack the insight needed to allocate inventory for buyers in a way that can maximize brand exposure. They also aren’t given enough information to understand the value of their inventory at the impression level.

While these problems can be daunting, AppNexus is nevertheless working at providing more transparency to mobile transactions over the coming year. Using a tool called AppNexus PriceCheck, mobile publishers will be able to make a direct call to AppNexus, anytime, for any given impression. PriceCheck will then return a CPM price for that impression and offer to buy the impression for the noted CPM. Using PriceCheck in such a way enables publishers to implement a “header bidding”-style strategy, passing the price of their mobile inventory into their ad server and comparing PriceCheck price against the eCPMs of other networks. All these factors increase demand density, which in turn serves to drive up total yield.

And then, after a networking lunch, our inaugural Publisher Forum was over. We look forward to hosting similar such events in the coming years!

Pub Forum


Pub Forum

Tagged | Comments Off on In Search of Unified Yield: A Recap of AppNexus Publisher Forum

Flipping the Tables on Old Platforms and Paradigms: a Recap of AppNexus Summit NYC


This year’s AppNexus Summit NYC began with AppNexus CEO Brian O’Kelley taking the stage to talk about the bygone days of 1996… when the flip phone had just been invented. Remember those things? Sure you do. They were mobile phones… and you could flip them open. Some even had “advanced” functionality that let you text your friends, take pictures, and surf the Internet. But at the end of the day, for all its portability and perks, the flip phone remained just that… a phone that sat atop a “closed” technology platform. As a user, you couldn’t download apps or listen to thousands of songs. You couldn’t do much else beyond call, text, and maybe even check the weather.

But when Apple released its first iPhone in 2007, it flipped the paradigm on what a “phone” ought to do. By making the iPhone accessible to 3rd-party apps, Apple created a platform that was “open” to constant, instant innovation. Unlike traditional cell phone users, iPhone customers could now transparently access countless services that had absolutely nothing to do with making a phone call. The iPhone’s superior functionality gave its users the freedom to customize their mobile devices to their own specific whims and needs.

Like the flip phones of yesteryear, today’s ad tech solutions are often legacy technologies that have existed for as long as… well, flip phones. Granted, the full-stack platforms that offer these solutions have also provided numerous other features and system upgrades since the dinosaur days of 1996. But, the one thing these platforms haven’t done is risk inventing something that’s open to change from the outside. Instead, they’ve operated behind the safety of closed systems and walled gardens that give them complete oversight and control of how buyers and sellers do business. The fact is we can’t afford to play by the rules of 1996 anymore. it’s almost 2016; it’s time for a change.

At this year’s AppNexus Summit NYC, we announced how we’re implementing those changes. One of our most sweeping changes was the launch of the AppNexus Publisher Suite, the only full-stack publisher monetizing solution that is 100% open and geared entirely to the business interests of publishers. Tom Shields, AppNexus’ SVP of Strategy for Publishers, spoke of the AppNexus Publisher Suite as being a one-stop platform that provides planning and forecasting, direct campaign management, diverse marketplace sales channels, audience extension, and ad serving – all in one seamless solution. Not only did the audience at Summit take notice; so did the advertising world at large.

Not to mention that AppNexus Publisher Suite’s yield management forecasting abilities are superior to anyone else’s in the world – and that very much includes Google’s DoubleClick for Publishers (DFP). Dave Smith, Pandora’s VP of Monetization and Yield, went so far as to inform the audience at Summit that in a head-to-head field test conducted by Pandora, Smith found that AppNexus delivered accurate forecasts 95% of the time. DFP’s accuracy in forecasting? 68%.

Another significant advantage of the AppNexus platform has always been its reach and global scale. In a conversation between AppNexus President Michael Rubenstein and Barry Dougan, Microsoft’s VP of Advertising, spoke about how AppNexus has been instrumental in meeting Microsoft’s programmatic needs at scale in 58 different markets worldwide.

Even with all these new developments, that would only be telling part of the story of this year’s Summit. Another area of focus for AppNexus has always been the need to reduce programmatic friction for marketers. We believe that ad tech companies great and small need to develop solutions that tackle issues like ad fraud, viewability, and transactional transparency. After already outlining our aggressive road map to tackle ad fraud, we went ahead and announced the launch of the world’s first fully automated, open, 100% viewable marketplace. As outlined by Andrew Eifler, AppNexus VP of Product Management, our technology lets buyers and sellers transact purely in terms of viewability as a metric. If buyers’ creatives are served on a publisher’s page and if no one sees them, then buyers shouldn’t have to pay a dime for them. Moreover, the viewability transactions are offered in real time before an ad is even served. Finally, our new viewable marketplace works on any publisher who uses pre-bid (as opposed to Google, which enables viewable buying only on the Google Display Network).

In order to usher ad tech into a new and open way of conducting business, we believe that the industry needs to evolve into an algorithmic, model-driven world that gives marketers the transparency and control they need to run effective, personalized, and scalable campaigns. The AppNexus Programmable Bidder (APB) is our first step towards realizing this vision, and early results look promising. In a fireside chat between Catherine Williams, AppNexus’ Chief Data Scientist and Sebastiaan Schepers, CEO of Bannerconnect (a WPP company), Sebastiaan reported that when Bannerconnect experimented with APB, it saw 6.5x more specific targeting of audience segments, experienced 20% less set-up time, and witnessed a 35% increase in overall campaign performance.

While online video consumption soars, marketer spend continues to lag. Since announcing our Video Buying beta in June, we announced enhancements to our video buying platform, which now supports 85 partners and well over 350 brands. After comparing AppNexus’ video buying product with two other leading DSPs, Ashley Herzog-Kirchgessner, VP of Professional Services at Collective, reported an increase of average video-to-completion rates of up to 30%, even as campaign costs dropped as much as 59%.

Meanwhile, in a glimpse of what lies ahead for AppNexus Video, Eric Hoffert, AppNexus SVP of Video Technology (and one of the original creators of Apple’s celebrated QuickTime product), showcased a demo of the AppNexus Seller Tag (AST), a single network request that saves publishers time in configuring ad placements on their webpages, helps drive user engagement with digital ads, and also helps increase total revenue. The AST can handle multiple auctions, multiple media formats (display, video, mobile, and native), multiple media types, and multiple ad placements. Moreover, the AST’s Outstream demo is able run video ads on a webpage without the need for subsequent video content, offering a native video format that is less obtrusive and far more engaging than other video solutions. While the AST is still only in beta, once launched it will help publishers monetize their pages without the traditional time-waste and mark-up that come from dealing with too many tags, too many point-solution video technology providers, and too many platforms accommodating different media types. A media planner’s life will be made easier by a long shot.

The need to shift to a new paradigm for ad tech is growing all the more apparent with each passing hour. At Summit NYC 2015, we demonstrated how we’ve built unique, best-in-class technology and adopted a business model that better suits the real needs and motivations of buyers and sellers (and internet users as a whole) rather than the interests of a few walled gardeners.

We invite you to relive last week’s events via our livestream feed to understand why an open, independent ad tech future is the best way to realize the full potential of the Internet. We look forward to partnering with you to develop an Internet for the benefit of everyone – not just a few.

Click here to watch all of the videos from AppNexus Summit NYC.

Click here to view the photos from AppNexus Summit NYC.Summit 1


Tagged , , | Comments Off on Flipping the Tables on Old Platforms and Paradigms: a Recap of AppNexus Summit NYC

A Recap of This Year’s Optimize NYC

It was a packed house last Tuesday morning as over 140 engineers, developers, and data scientists gathered at our global headquarters to attend Optimize NYC. Similar to this summer’s inaugural event in London, we intended for Optimize NYC to serve as a forum where great minds across ad tech have the opportunity to meet one another, discuss tomorrow’s technological challenges, and work together in earnest at solving them, all the while creating the next generation of intelligent solutions for marketers.


After a meet-and-greet breakfast, the day began with AppNexus CEO Brian O’Kelley unveiling the AppNexus vision for an “Open Optimization Platforms as a Service”, and presenting on the future state of AppNexus Programmable Bidder (APB). O’Kelley emphasized one of his key goals would be to oversee the expansion of Bonsai programming language (the cross-platform programming language that lets AppNexus clients integrate APB into their own ad tech stacks) so it would have the capacity to make accurate programmatic decisions for clients at greater levels of speed and intelligence than already available.



Following Brian’s intro, AppNexus clients such as Xaxis, eXelate – a Nielsen Company, and Media iQ spoke about their integrations of AppNexus technology into their own stacks. In her presentation “The Future Is Now: Automating Decision Tree Innovations,” Sara Robertson of Xaxis addressed the complexities and challenges of getting the necessary machine learning in place to generate the right kind of Bonsai “decision tree” that would allow Xaxis’ automated campaigns to be more successful. One challenge in particular was implementing trees that could match the company’s scale. Due to Xaxis’ global stature, campaign managers in different global sales regions naturally had different goals in mind when setting up their campaigns. “Trying to build a product that could meet the needs of all those campaigns [was] difficult,” admitted Robertson. But after several false starts, Xaxis’ engineering team was able to “plant” AppNexus’ Bonsai decision-making trees throughout their organization. The net result? “We’ve seen [twice the] campaign performance for half the effort,” said Robertson.



After the main stage presentations, Optimize participants were invited to partake in a series of ten private, roundtable “breakout discussions” delivered by various AppNexian technologists who span engineering, product, and data science. Breakout discussion sessions had titles that included “WTF Is a Creative? Building for the Unknown,” “Viewability Prediction: Scaling Python and Native Code Together”, and “Yieldex Analytics: How We Scaled for a Big Data Stack.” The underlying purpose of hosting these breakout sessions was several-fold: not only did we want to share how we approach a range of technological challenges, but we also wanted to give our industry peers a sense they are far from alone in confronting the real, daily, and very hard challenges that come with creating a better Internet. Finally, as part of our commitment to a community-based approach to learning and teaching, we wanted our presentations to serve as models for open, two-way dialogue.

In the course of a couple hours, attendees participated in breakout sessions covering topics like data science, UI/UX, product, architecture, and data structures. In one data science session, participants learned how we developed a framework for viewability that not only allowed us to predict the likelihood of an ad being viewed in real-time, but also provided a model adaptable enough to incorporate and deliver rapid, new changes at scale. During an architecture discussion, we discussed the varying definitions of a “creative”, and the kinds of things we need to take into account when developing tomorrow’s “creatives”. This includes things like making sure a creative-generating framework is flexible enough, providing the right abstractions for both creative rendering and transaction concepts, as well as dealing with the flood of data overload that’s only going to make its presence felt more strongly in the coming years.

Optimize 3

To cap off our first NYC Optimize event, attendees and AppNexians came together for a round of networking, informal learning, and teaching that all stemmed from the day’s program. We hope that the technical candor, collaborative nature, and “unwalled” conversation gave participants a sense of the possibilities we can unlock when working together to shape tomorrow’s Internet, today.

To learn more about AppNexus and our mission to create a better Internet through better ways of advertising, take a look at our website and tech blog.

To view all of the photos from the event, click here.



Tagged , | Comments Off on A Recap of This Year’s Optimize NYC

Airlines benefited from the synergies of a full-stack platform. And so can digital publishers.


Click here to download the latest whitepaper: The Future of Yield Management in Advertising.

If they haven’t already, digital publishers should take note: the ad tech sector is consolidating itself into a small cadre of major players. The days when 2,000 disparate companies could earn their keep by acting as point-solution go-betweens between buyers and sellers… those days are fast-fading, soon to join the ranks of other panned-out Gold Rushes in American history (cc-ing both “Sutter’s Mill” and “dot-com bubble” on this one). Consolidation may transform the industry for the better by simplifying the notoriously complex ecosystem, commoditizing expensive services, and aligning the interests of advertisers, publishers, and their technology partners.

The move towards full-stack platforms affords digital publishers the opportunity to increase their profit margins in ways that might have seemed quite ambitious a few years back. Since full-stack platforms eliminate the need for middlemen on either the buy side or sell side, communication and transparency between advertisers and publishers is greatly enhanced.

Moreover, the granular data point collection, forecasting, and analytics abilities of tomorrow’s full-stack platforms could enable publishers to practice yield management, a business science first pioneered by the global travel industry. By applying detailed forecasting models, publishers would be able to anticipate the number of expected buyers during any month (or hour) of the year – and price their inventory accordingly with great accuracy. Rather than scrambling to reap a profit off Class 2 inventory from day to day, publishers would the luxury of thinking holistically, which in turn would help them maximize their total, year-end revenue.

But before publishers break out into worldwide champagne and song, they need to brush up on the history of wide-scale viewability and yield management. By studying the end-to-end platforms first pioneered by the global travel industry, publishers will find themselves better able to use tomorrow’s ad tech platforms, which feature similar levels of inventory viewability and intelligent forecasting. One specific model worth close study is a technology platform known as Sabre.

Developed as a result of a chance, in-flight conversation between Cyrus Smith (the then-CEO of American Airlines) and an IBM sales exec that Smith happened to be sitting next to, Sabre was released to an unsuspecting travel industry in 1960 – and promptly took it by storm. Before Sabre, the process of booking a seat on a flight would average 45 minutes from start to finish. But by providing different airline sales agents at different airports with better insight into the “real time” availability of a given seat, Sabre reduced booking time to a mere three seconds.

Not too bad for 1960. But Sabre soon eclipsed its original functionality to become the world’s first Global Distribution System (GDS). Global Distribution System… no points off if you’ve never heard the term! But there’s every chance you’ve used a GDS many times when reserving a plane seat or booking a hotel on another coast or continent. In terms of sheer scale, reach, and cross-connectivity between different subsets of the global travel industry, Global Distribution Systems are just plain unrivaled. The three major GDS organizations in the world –Sabre, Amadeus, and Travelport – accounted for over 50% of all travel bookings in 2014.

But reach and scale aren’t all that Sabre provides. Unlike other GDS platforms that partner with airlines’ yield management systems, Sabre went for a full stack of services. In the early 1980s, Sabre made the strategic move to acquire data analytics and forecasting technologies that could provide its clients (airlines, travel agencies, global hotel chains, and the like) with the anticipated number of passengers flying to specific destinations on any given day of the year. And ever since that time, Sabre has been improving upon its forecasting models, hour after hour. In comparison, Tim Berners-Lee made his first public proposal for a commercial Internet in 1989…

All those decades of data point analysis and forecasting have naturally born results for both Sabre and Sabre’s clients. Unlike the data points currently available to most online publishers, Sabre’s forecastables go well beyond a user’s mere operating system and geo-location. They include minutiae like whether a passenger is more likely to purchase tickets on a given route to London in summer or winter; or whether a traveler is more likely to stay at a five-star hotel versus a three-star hotel during a given travel season – just to name two minor examples. Sabre’s technologies also take into account seasonal, daily, and even hourly fluctuations in inventory demand, all in the interest of letting its clients achieve the highest levels of yield management and total revenue. After all, there’s a reason your plane ticket costs more if you book it the day before Thanksgiving (“Red Wednesday”, the most traveled day in North America) rather than, say, an uneventful day in mid-April. And there’s also a reason that the price of your Red Wednesday plane ticket just went up by $75 from five minutes ago. There’s little point in arguing beyond blaming it on the system…

If online publishers had access to the same scale, reach, data, data analysis, and forecasting capabilities that a full-stack platform like Sabre can provide for the global travel industry, they could use that across-the-board insight to practice yield management at a world-class level. After all, a 320×480 CPM worth $5 on a dog day afternoon in July in Pittsburgh shouldn’t have the same $5 value on Super Bowl Sunday during Half Time when the Pittsburgh Steelers are down by only three points. Not only does a full-stack platform account for all these factors, it applies them to far less momentous occasions. And it applies them with a worldwide scale and reach. At AppNexus, we call such a full-stack platform the AppNexus Publisher Suite.

Click here to download the whitepaper.


Tagged | Comments Off on Airlines benefited from the synergies of a full-stack platform. And so can digital publishers.

Introducing The Brown Couch Sessions – Exploring #LifeAtAppNexus


With over 1,000 employees in 23 offices around the world, AppNexus has seen tremendous growth over the last year. So, what’s it like to work at one of the fastest growing technology companies? The Brown Couch Series aims to give you a behind the scenes look at different roles and personalities that are part of AppNexus.

Introducing Stephanie, a Data Scientist.

Prior to coming to AppNexus, Stephanie knew it was time for a change. Having already proved herself in the downtown canyons of Manhattan’s financial district, she knew she wanted to move fully into the technology sector. She also wanted to further her passion for learning and discover a new industry. We caught up with Stephanie recently on the “famous brown couch” where our CEO Brian O’Kelley first dreamed up AppNexus. And we talked with her about her experiences working at AppNexus… everything from global data analysis to having after work steak dinners.

AppNexus: What were you doing before AppNexus? And what made you want to work here?

Stephanie: I was working in the financial industry as a business analyst on the technology side, but I really wanted to shift my focus over to tech entirely. And when a friend told me about AppNexus and gave me a quick overview of ad tech, I was impressed. I had no idea that there are auctions that go off every time I load a webpage. It got me interested right away because I knew I wanted to work at a job where I could learn a lot really quickly and have a real impact right from the start.

AppNexus: What was your position when you started here?

Stephanie: When I first came aboard, I joined the Optimization team, which was building automated bidding strategies for our clients. I started out doing everything from data analysis, programming, analyzing our client performance, and troubleshooting our system. It was the original version of our current AppNexus Programmable Bidder.

AppNexus: Is it similar to what you’re doing today?

Stephanie: It’s similar in some ways… but it’s grown in scale enormously. I think the biggest change that I experienced was seeing AppNexus go from fast-moving start-up to a more mature company. Our team has worked to analyze problems across the whole ecosystem since day one. Before, we were trying to build as quickly as possible, but once the company matured, the data science team was able to leverage even more data and use the newest technologies. It’s exciting because it allows us to try new mathematical and computational techniques that we couldn’t do before. The data we have access to today really can make a data scientist drool.

AppNexus: What’s the most unique project you’ve worked on since joining AppNexus?

Stephanie: I think the project I’m involved in right now is one of the biggest projects I’ve been on. It’s for video optimization. In some ways, it’s pretty similar to display optimization, but it’s still a different ecosystem. It’s exciting to me because I’ve never worked on video before. I think it’s a really new space and not many people totally understand how it works. It’s amazing to put my ideas out there, test them with data, and collaborate with engineering to build it.

AppNexus: What would you say is the most interesting thing you’ve learned at AppNexus?

Stephanie: I’d say one of the most interesting things I’ve learned is how a startup grows into a global company. I started at AppNexus when it was probably around 170 people. And now we’re over 1,000 people. Witnessing our rate of growth has been really interesting.

AppNexus:  What do you value in the people you work with?

Stephanie: The people I value working with are people who are ready to understand new ideas and different points of view. I also value keeping our teams small and tight-knit. And obviously I think having a really good collaborative atmosphere within my own team and between other teams is really key. It’s always cool to see so many people from so many different backgrounds collaborate to make good things happen.

AppNexus: Are there activities outside of work where you bond with your team members?

Stephanie: Um… well, yeah. Last night my team all went out for steaks. Three ax-handle steaks for seven people. I think I’m still sweating! Wait, does this have to go into the blog?


Tagged | Comments Off on Introducing The Brown Couch Sessions – Exploring #LifeAtAppNexus

Introducing the AppNexus Publisher Suite: The Independent Alternative

The AppNexus mission—to create a better Internet—guides everything we build. We are committed to empowering publishers to monetize their content, helping advertisers deliver the right message to the right audience at the right time and cost, while enhancing the online experience of end consumers.

Our focus in the Publisher Technology Group is to build solutions for publishers that directly enable them to monetize their inventory and drive revenue. It pays for the great journalism, music, film, games and culture consumers enjoy. Without advertising, this content will fall either behind a pay wall or disappear.

I’m particularly excited to announce the AppNexus Publisher Suite because it is the powerful end-to-end publisher solution we’ve been building from the ground up for years, making it the only full-stack publisher monetization product that is 100% independent and 100% aligned with publisher interests.

What the AppNexus Publisher Suite Does

The AppNexus Publisher Suite is a one-stop, full-stack platform that powers planning and forecasting, direct campaign management, diverse marketplace sales, audience extension, and ad serving – all in one seamless solution.


With the AppNexus Publisher Suite, publishers can now:

  • Access the largest open exchange for increased demand
  • Monetize with open dynamic allocation across real-time bidding, deals, programmatic guaranteed, header bidding, and mediation
  • Gain complete cross-channel visibility using the industry’s most accurate forecasting and comprehensive analytics tools
  • Leverage AppNexus’ buy-side capabilities for audience extension with a 100% cookie match, margin controls, and reporting

These capabilities enable publishers to boost monetization, extend their audiences for additional revenue, achieve new economies of scale and increase efficiencies.

The Importance of Independence

If the company operating an ad tech platform is also a media company, it’s likely its interests conflict with those of its customers. Why should a publisher trust a competing content provider with the monetization of its inventory; and why should an advertiser entrust its budget to a media company that is incentivized to divert ad dollars to its digital properties?

For example, if Google weren’t incentivized to leverage its technology platform to benefit its own business, would header bidding be the widespread technique publishers need to level the playing field and form true competition without bias toward any one demand source?

The reason for publishers to take the risk of trusting a platform that is also a media company is the supremacy of the platform’s technology. And until now, Google’s DoubleClick was the only game in town.

With the AppNexus Publisher Suite, we are now the only viable alternative to Google. But we also have a very important distinction: our interests are wholly aligned with our clients’.

One Step Closer to the Future of Yield Management

The AppNexus Publisher Suite finally gives publishers the option of working with a powerful, open platform that lets them control their data and allocation. But the best is yet to come. We work with some of the smartest publishers out there, and we can’t wait to see them implement the yield management techniques that are only possible with full-stack, integrated platforms. We predict publishers will be able to monetize their inventory in ways that weren’t possible before, thus driving the future of media on the Internet forward.

The existing fragmented ecosystem forces publishers to turn to multiple SSPs and exchange partners to sell both Class 1 (guaranteed) and Class 2 (non-guaranteed) inventory. This causes too much friction, inefficiency, and room for arbitrage. The primary objective — securing maximum yield for inventory — is sacrificed to complexity.

An end-to-end solution, however, enables a seamless, integrated system for data optimization and segmentation, forecasting, floor pricing, and execution. Automated Guaranteed alongside Deals, RTB, and mediation allows competition between Class 1 and Class 2 inventory for greater holistic yield. And with an open, full-stack platform, publishers can access a marketplace in which all buyers have access to every impression. They’ll also get a system in which availability is based on price and bookings are biased to preserve value.

But the opportunity here isn’t just about the technology; it’s also about the people. In the not-so-distant future, an automated unified yield management platform will prevent people from wasting time trafficking ads on a day-to-day basis. Publishers can empower their best ad sales resources to focus on longer-term opportunities and their best operations resources can focus on driving yield and results.

The opportunity for yield management, driven by an open, full-stack platform, is huge. And by empowering publishers to better monetize their content, we’re improving the Internet for all.



To learn more about the SSP, click here.



Tagged | Comments Off on Introducing the AppNexus Publisher Suite: The Independent Alternative

AppNexus Announces Transacting on Viewability


Viewability has been a hot topic in the ad tech industry for years, but what does it really mean? And, until recently, why has it been so challenging to ensure that buyers spend money on ads that consumers actually see?

When you open a webpage, your content loads, along with a couple of (hopefully relevant and useful) ads. Just as a newspaper’s prime real estate is above-the-fold, the best place for an ad to be served is within the frame of your monitor, where you can actually see it (in other words, where it’s viewable). But what about the ads at the extreme bottom of the page, which you rarely scroll far down enough to see? Or the ads off to the far right, outside your monitor’s range? These ads are often non-viewable. Historically, when advertisers bought ads, there was no way to know whether they were buying ads that would be viewed by people (rather than sitting at the bottom or side of a page, out of sight). Sure, it was possible to use manual reconciliation, whereby third-party technologies identified non-viewable ads after they’d been served, and buyers were reimbursed for non-viewable impressions on a weekly or monthly basis. But the technology wasn’t in place to ensure that buyers were purchasing viewable inventory in real time — in other words, technology that could ensure that advertisers only paid when they had a real opportunity to influence consumers.

One of the many benefits of AppNexus’ buying platform is the option to transact exclusively on viewable impressions, via the AppNexus Deals Marketplace. Buyers can now elect to pay only for viewable ads, as determined by Alenty technology. AppNexus’ groundbreaking technology is the industry’s first seamless solution, offered in real time, before an ad is even served. Further, it works on any publisher using pre-bid (unlike Google, which enables viewable buying only on the Google Display Network*).

Resolving this longstanding challenge fundamentally changes the ad tech ecosystem. It establishes greater trust between buyers and sellers; it empowers publishers to achieve greater monetization of their content; and it allows advertisers to pay only for ads that are viewed by people, thus delivering better and more efficient campaign results. Ultimately, transacting on viewability ensures that consumers will enjoy quality content powered by quality advertising, taking us one step closer to a better Internet.

Check out our video to learn more

*Marketing Land, September 30, 2015


To learn more about this capability, view our website.

Comments Off on AppNexus Announces Transacting on Viewability