AppNexus was proud to be a part of the official Ad Week New York program and to co-host the annual Yield Executive Summit – a signature event that we’ve integrated into our calendar since our recent acquisition of Yieldex. For those who could not join us throughout the week, see our favorite moments below.
Brian O’Kelley, CEO & Co-founder, and Catherine Williams, Chief Data Scientist, took to the NASDAQ stage for a session titled, “Behind the Scenes on the Fight Against ‘Fraud.’” O’Kelley and Williams explained how AppNexus rid its platform of invalid inventory through a combination of sophisticated data science techniques and strict policy enforcement—all part of a multi-phase, industry-leading Inventory Quality initiative. Although only three percent of spend was allocated to invalid inventory prior to the implementation of IQ, streamlining AppNexus’ marketplace has not only brought the percent of spend on invalid inventory down to zero, but it has also resulted in increased view-through rates, post-click conversation rates, and CPMs for advertisers and publishers on AppNexus’ platform.
View the “Behind The Scenes on the Fight Against ‘Fraud’” session below:
Driven by a need for more transparency and openness in the ad tech sector, we hosted a presentation aptly called, “Programmatic without the BS.” Marcus Startzel, our Chief Revenue Officer, took the stage with executives from Warc, Horizon Media, A+E Networks, and JP Morgan Chase. He addressed the recent global trust study that AppNexus had conducted in conjunction with Warc, Circle Research, IAB Singapore, and IAB Australia.
After surveying 1,200+ individuals across the global advertising landscape, it was confirmed that nearly half of the digital ecosystem does not have a clear picture of what programmatic entails. It also found that within the next five years, most agencies believe that knowledge of targeted digital advertising will be a more useful skill to have than creativity itself. His talk and panel attracted widespread attention throughout the industry.
View the “Programmatic without the BS” session below.
Across town at the Harvard Club, the conversation around the global trust study continued during the annual Yield Executive Summit with an opening fireside chat between Louise Ainsworth, CEO of Warc, and Tom Shields, SVP of Strategy for Publishers at AppNexus. Later in the day, executive panelists from Microsoft, True Media, The Weather Company, and AMNET weighed in on the opportunities that today’s online publishers stand to gain from a better overall awareness and practice of programmatic advertising. Moat and Infinitive closed out the day with sessions on the value of viewability and building an effective video capability for publishers.
Michael Rubenstein, President, joined the Native Forum at Liberty Theater in Midtown. He discussed the fast-growing importance of native advertising and concluded by announcing the world’s first integration of RTB with native advertising in partnership with Sharethrough.
Michele Weber, Global VP, ATG Marketing, also addressed a key need for B2B programmatic marketers to take more cues from their B2C counterparts in terms of applying both data and technology to fuel their campaigns. By combining data-driven insight in conjunction with automated technology, Weber argued, marketers would overcome a tremendous hurdle in growing their businesses.
We’re looking forward to continuing these conversations and showcasing the innovations that continue to transform our industry. Join us for a series of programs during our NYC Events Week from November 2nd through November 6th to learn more.