On Thursday, the AppNexus Programmable Platform (APP) entered Open Beta. We’re very excited about the opportunity for all our clients to use our new DSP and can’t wait to hear your feedback. Here’s a quick recap of our Open Beta release, why you should be excited, what you should do to get started, and where we’re going from here.
Today, we’re excited to share some stats on the rapid growth of our video marketplace. Since launching the video marketplace in 2015, we’ve seen buyers, sellers, and total impressions increase significantly, with a 230% compound annual growth rate (CAGR) for RTB video spend. Growth has been similarly swift in the over-the-top (OTT) streaming space, with a 360% quarter over quarter growth rate in connected TV (CTV) spend on the AppNexus platform in 2017.
Prebid is founded in the idea that publishers should be remunerated fairly for premium content and optimal user experience. As an organization, Prebid.org is always on the lookout for partnerships which expand publishers’ ability to provide both.
To that end, we’re releasing an integration between the Accelerated Mobile Pages (AMP) Project and Prebid Server, the server-side header bidding solution available through the open source Prebid organization. The integration between Prebid Server and AMP’s new Real-Time Config (RTC) allows publishers to access header bidding demand through AMP’s Fast Fetch capability, reducing latency whilst achieving efficient monetization on the open internet.
It’s amazing how far the lowly Deal ID has come. In just a few years, Deals — also known as Private Marketplaces — have gone from a rounding error in platform spend to one of programmatic’s fastest-growing segments, already representing a double-digit share of the exchange. According to eMarketer data from September 2017, Private Marketplaces will control 46% of display ad spending in the US this year, a 25% increase over 2017. Deals are big business and a fantastic option for publishers seeking more revenue and buyers seeking greater safety and transparency in the programmatic market.
What makes Deals so attractive is that they can activate any number of custom-tailored relationships between buyers and sellers. Whether the aim is to negotiate a discount in exchange for spend, open up unique datasets, or just enable scale for an advertiser seeking valuable users, savvy programmatic operations know the Deal ID can be a powerful tool.
At our last AppNexus Summit, we pulled together experts from across the buy-side to discuss arguably one of the biggest issues facing programmatic advertising today: the murky supply chain. Between the core pieces of ad tech required to buy programmatically, data management platforms, and the various managed services available, the IAB identifies eight different types of companies that can take bites out of the money an advertiser puts in.
With so many intermediaries, advertisers don’t know how much of their spend is going to fees and how much is going to publishers. Worse still, every hop along the programmatic chain is another chance for bad actors to siphon off more money by selling fraudulent impressions.
So, what can we do? As they say, sunshine is the best disinfectant. We need to shine a light on the programmatic supply chain and give advertisers transparency to solve the dual problems of fraud and “the ad tech tax.”
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.