O’Kelley also is hoping the solution catches the eye of publishers looking for mobile monetization solutions, often an area of weakness for publishers that grew up in the age of desktop advertising.
Like Google, AppNexus now has a buy-side platform and sell-side platform. O’Kelley said the company does not prioritize sales where both sides use AppNexus.
Unlike Google, he emphasized, AppNexus does not run an ad network where it arbitrages media.
“We run these as independent businesses,” O’Kelley said. “It’s important that any buyer working with us sees no bias on whether they use our stack or not, and we feel the same way on the sell side.”
The AppNexus Publisher Ad Server isn’t the only ad server to try to take on DoubleClick.
AOL hinted it would build its own publisher suite at the Programmatic I/O conference last week. Last year, Facebook rolled out Atlas, a buy-side ad server to compete with DoubleClick for Advertisers. It’s been slow to gain traction, hinting at the challenges ahead for anyone that tries to take on Google’s stack.
“Atlas showed that if you have one killer feature but can’t do the basics well, you can’t displace DoubleClick. Facebook is learning that the hard way,” O’Kelley said. “You have to be a world-class ad server and have killer features. That’s what we’ve built. I want to see us win head to head for DFP, and win significant share of the publisher market.”