Don’t Take Our Word For It: How Figaro Media, PRISA, and The Guardian Leverage The AppNexus Publisher Suite To Grow Their Businesses

Social_Quotes_blog bannerWhile we feel strongly that the AppNexus Publisher Suite is comprised of the very best products on the market, we understand if you’re not willing to simply take our word for it. At the AppNexus Publisher Summit in London earlier this month, representatives from three of Europe’s leading media organizations — Figaro Media, PRISA, and The Guardian — discussed how our forecasting, monetization, and audience extension tools are driving business results. Here’s what they had to say:

Why France’s top publisher chose to adopt our full-stack SSP and adserver solution.

“We needed technology that was able to seamlessly manage desktop and mobile inventory, because mobile represents half of our inventory … Another point is that [programmatic] makes lots of money for us, so we wanted a full-stack solution. And then we are investing a lot in our own too, we are putting our own layer of technology on top of the technology we are using from our partner. So we needed an independent partner that is quite open … And thanks to the powerful API AppNexus provide us with, we are able to really tweak the AppNexus features to really adapt it to our needs.” — Alexis Marcombe, Chief Operating Officer, Figaro Media

How our Yieldex forecasting tool is helping Spain’s largest media company maximize revenues.

“There was no other tool that would give us a global overview of our whole inventory. Some tools were giving just a view of the programmatic area, but we needed to have a holistic view, direct plus programmatic … For forecasting, we can’t rely on what the adserver is saying, so we need more information in order to push the right information to our sales teams.” — Chechu Lasheras, Managing Director for Digital Business Development, PRISA

How The Guardian has combined first-party data with the AppNexus DSP to double its programmatic revenues via audience extension.

“We bought into our first DSP in 2012, and we moved to AppNexus about 18 months later when we saw greater sophistication and greater flexibility in that technology … Where we perceive value, most of the rest of the market still perceives price. And when it comes to accessing high-quality audiences, we therefore have a really strong ability to compete and win those impressions that we attach to high-value users.” — Danny Spears, Programmatic Director, The Guardian

How the AppNexus customer service team helped Figaro increase programmatic CPMs by 40% within two months of adopting our adserver. Continue reading

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A Parent Reflects on the Value of Take Your KidNexian to Work Day

I recently was telling one of my friends that I helped organize the Take Your KidNexian to Work Day (TYKTWD) event at AppNexus and her immediate reaction was, “What is there to organize? Don’t they just sit around all day playing video games and watching movies on their iPad?”. I was SO thrilled to respond with a very emphatic, “No actually, quite the contrary!”.

The AppNexus value that resonates most with me, is “Learn and Teach” and the fact that it extends beyond AppNexians always blows my mind! TYKTWD is centered around that particular value, and involves AppNexians coming together to teach kids anything from making chocolate mud-pies to making their own app, or a puppet show to interviewing skills.

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How AppNexus Customers Use Data Science And Programmable Technology To Build Hyper-Effective Marketing Campaigns


In an increasingly competitive digital arena, the only way for brands and agencies to gain a real advantage in the marketplace is to take matters into their own hands. Rather than relying on human intuition and the opaque decisioning of black-box platforms, today’s most successful marketers are leveraging their own data to build unique algorithms that optimize creative and spending choices based on their individual business needs.

As we push forward into the Programmable Era, a time of intelligent marketing and a personalized internet, it will only become more important for buy-side professionals to be adept at combining customizable technology tools with robust data science to optimize their campaigns.

At the AppNexus Programmable Marketing Forum in London earlier this month, three of our advanced customers — Media iQ Digital, Mindshare and Wayfair — shared the tactics they’re using right now to get ahead of the curve.

Media iQ Digital Is Using Complex Data Science To Identify Likely Customers And Serve Them The Right Message

The analytics technology company Media iQ is working hard to move its customers beyond the traditional demographic approach to segmentation and into a more predictive approach based on deep insights into consumer behavior.

Onstage, the company’s head of product management John Goulding shared case studies of how Media iQ has used data science to accomplish this goal. In a particularly powerful example, the firm worked with a home furnishing client to personalize its messaging to different customer groups — even though those customers did not exhibit similar behaviors based on demographic characteristics like age, gender or location.

In order to predict the rates at which a certain consumer would spend money on home goods, Media iQ created individual customer profiles by connecting data stored in its client’s adserver with information from its CRM and on-site pixels. With a user-level view in hand, the data scientists used a technique called clustering to break down hundreds of millions of rows of customer information into user groups that demonstrated similar buying behavior despite their disparate demographic attributes. The client then used dynamic creative optimization to show consumers different ads and a personalized homepage experience based on whether the user was in the Just Browsing, Professional Designers, or DIY Renovators cluster.

The result? Continue reading

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Publishing In An Era Of Digital Disruption

This summary is based on a Q&A session between AppNexus President Michael Rubenstein and Piers North, Strategy Director at Trinity Mirror plc, the largest regional content news publisher in the United Kingdom. Trinity Mirror currently uses DFP as their adserver of record. You can watch the entire AppNexus Publisher Summit (and this session) here.


Faced with a never-ending stream of disruptions, publishers have a tough enough job as it is. But some publishers have it rougher than others – especially those legacy publishers who were able to achieve a longstanding (and outstandingly successful) business track record prior to the era of digital media.

Such is the case of Trinity Mirror, Britain’s largest private publisher of multimedia content. In a recent conversation at the AppNexus Publisher Summit, Piers North revealed some of the current challenges that he sees Trinity Mirror facing.

Just like any other publisher, Trinity Mirror needs to turn profit every year. The challenge is compiled by the fact that Trinity Mirror – at least for the time being – relies solely on advertising for its keep. It has been a fundamental challenge to try and offset traditional revenue streams from decline in print with digital growth. Their main goal is to return their business to topline revenue growth through digital acceleration. It’s not an easy uphill climb for those who don’t have the right technology at hand.

You can hear it from Piers North himself when he compares relying on digital advertising to drive revenue as the equivalent of “skiing in a whiteout with biting winds at minus 50 degrees, and you can’t see a clear path forward…but you’re confident in your own ability.”

For Trinity Mirror, what remains unclear is what a sustainable business model – or a favorable forecast, to borrow from his analogy – would look like. The trouble of navigating the daily, disruptive avalanche of digital publishing isn’t for the feint of heart. Continue reading

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Real-Time Real Talk: Log-Level Data 101

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“Real-Time Real Talk” is an ongoing blog series that seeks to clarify the “what”, “why”, and “how” behind ad-tech innovations.

In our latest edition of “Real-Time Real Talk”, we wanted to cover a topic that is not name-dropped at  every ad-tech conference, seminar, or webinar but is critical to digital advertising success: namely, the topic of log-level data.

What, in plain English, is log-level data? How exactly are log-level data points different than other, more “traditional” kinds of data reporting out there? Why is there a growing need for buyers to learn its fundamentals – as well as to master its intricacies? Also, and while we’re on the subject, what’s a good, clear example of how log-level data can help a marketer succeed in their campaign.

There’s a lot to unpack here, so let’s get started.


If “log-level data” were an actual term in the dictionary, how would we define it?

Until that happy day when “log-level data” becomes a household word, here’s a description we think works well: Log-level data can be defined as the the collection of an abundant set of data points gathered from the moment a programmatic advertisement first appears on-screen to the moment it disappears off-screen.

 

So if that’s what log-level data is, here’s the next question: what does it do?

Log-level data does more than just one thing. Likewise, and it needs to be said, one or two log-level data points don’t really do much of anything! But once those data points begin to add up, they also begin to serve a practical purpose: The better an advertiser can understand their audience, the better their ability becomes to serve the right advertisement to the right, individual end-user at the right place, moment, and circumstance. And, in doing so, the greater the chances become for that ad to engage the interest of that user.

So how does this work in practice?   Continue reading

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