Excerpt: Programmatic Is Dead, Long Live The Programmable Age

In his latest Forbes article, AppNexus CEO Brian O’Kelley discusses the inevitable shift from a programmatic to programmable age of the internet (and yes… we meant internet, not Internet):

“…Until very recently, “the Internet” meant email and desktop web browsers. Today, it means music and video streaming. Machine learning. Interactive gaming. The “Internet of Things.” GPS. Real-time data analytics. The cloud. Cognitive software. Virtual reality. Chat. If this reality seems overwhelming, it is. But it also opens the door to richer levels of experience and engagement. The technology channels that once separated work and leisure, or consumption and production, are interconnected as never before.

In short, the internet has reached an inflection point.

We’re moving from the “Programmatic Age” of its infancy to the “Programmable Age” of its future. The programmatic internet was built for the one-channel world of desktop web browsers and email; it automated the delivery of information, allowing you to post (to a web page) or send (via email) text and images, but little else. The programmatic internet was better than nothing, but it was clunky, inefficient, slow, and limited. The programmable internet is the very opposite: seamless, efficient, quick, hyper-intelligent, and infinite in its possibilities….”

Read on to learn more about the programmable age and its four pillars: data economy, deep learning, frictionless supply chains & radical transparency, and growth hacking.

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A Novel Solution To An Age-Old Marketing Problem: Guaranteed Viewability

 

As the 19th-century American marketing pioneer, John Wanamaker, is reported once to have said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Wanamaker was referring to the fact that he never could be certain which “half” of his ad spend was the half he could credit with engaging his audience. It’s a problem that’s dogged the Wanamakers (and Fortune 500 companies) of the world ever since.

At least up until this moment. With Guaranteed Viewability, a new Publisher Ad Server capability from AppNexus, marketers can now purchase impressions from publishers that are quantifiably “guaranteed” to be seen by actual people (as opposed to “seen” by web-bots, or not seen at all). And if those ads aren’t seen by a human, no advertiser or agency is ever required to pay a cent. For buyers and sellers alike, the ramifications of Guaranteed Viewability are quite historic.

In our viewability analysis, we found that exactly 50.01% (half!) of impressions traded on the platform were viewable. We’ve arrived at a moment when brands and agencies alike can rest at ease, knowing full well which half of their campaign budget is being spent in successful “advertising” – and which half is being “wasted.”

The sell-side benefits greatly from Guaranteed Viewability as well. The new capability lets developers and publishers establish guaranteed line items with budget and pacing based purely on viewed impressions (Viewable CPM, or vCPM).  It lets publishers evaluate and charge appropriate prices for their inventory from their buy-side partners, since a viewable guaranteed impression is far more valuable than a non-viewable guaranteed impression (by fact that it is certain to be seen by a human audience). Moreover, when coupled with sophisticated publisher tools like AppNexus’ Yieldex Analytics and Publisher Suite with built-in forecasting, publishers are now able to predict the likelihood of higher CPMs generated by Guaranteed Viewability.

 

 

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Why Free Lunch Programs And Ad-Tech Have More In Common Than You Think

 

When Columbia Business School professor Gabriel Weintraub joined AppNexus as its chief economist earlier this year, he did so after developing an interest on ad exchanges at one of the world’s most prestigious universities. But long before ad-tech caught his eye, Weintraub worked on a drastically different project in his native Chile that has nonetheless informed his work ever since.

At the AppNexus Publisher Summit in March, Weintraub explained how his work helping the Chilean government optimize their ‘school lunch program’, which served free meals to two million schoolchildren daily, helped prepare him for life at AppNexus. While different from selling ad impressions, Continue reading

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Four Ways To Create Innovative Ad Products

 

Developing successful digital ad products is no easy task. In order to innovate, publishers must balance the conflicting needs of their advertisers, users, and technology partners.

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At the AppNexus Publisher Summit in March, representatives from top publishers Kik, Shazam, and LinkedIn discussed the best practices for product innovation. Here are four tips they gave: Continue reading

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Five Challenges Mobile Publishers Can Address Now To Improve Their Monetization Strategy

 

Last week, our resident Mobile AppNexperts Tim Dubois, Director of Mobile Partnerships, and Steve Truxal, Product Manager for Mobile, ran a webinar on AppNexus PriceCheck™, the new header bidding solution for mobile apps.

So, why was AppNexus PriceCheck created in the first place? Because there are still numerous hurdles publishers need to surmount before they’re able to achieve maximum monetization. Lucky for publishers, PriceCheck does a nice job in helping them overcome the following five major mobile challenges:

1. Working within the closed confines of the mobile ecosystem: The majority of inventory gets monetized by ad networks, which don’t disclose their take rates. These “app taxes” tend to be steep; in fact it isn’t uncommon for a series of middlemen to take more than 50% of a given transaction. With AppNexus PriceCheck, you gain complete visibility into what you’re paying. Continue reading

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