AppNexus CEO Brian O’Kelley has been waiting 10 years for ad tech to become transparent. Less than a week after Rubicon Project slashed its take rate in half, to 10% to 12%, by doing away with buy-side fees, AppNexus said its fees are even lower. The company revealed it charges an 8.5% average to the […]
A number of ad tech-backed coalitions consolidating cookie pools have bubbled up this year to stave off Google, Facebook and Amazon running away with the market with their own scaled identity assets. And trends like Safari’s ITP cookie restrictions shift the advantage further toward the walled gardens with daily active users. AdExchanger looked at a […]
Remember that consortium led by LiveRamp, MediaMath and AppNexus to develop a cookie-based identifier that could be used consistently across the open exchange? While live tests are still set for October, ad tech vendors are hesitant to buy in due to LiveRamp’s exclusive role as a cross-device option. MediaMath is already out, said John Slocum, […]
Mindshare launched a service on Thursday designed to let programmatic planners automate targeting, which lets them create lots of segments quickly. The system, called ANNA, is still in beta and uses AppNexus’ demand-side platform (DSP) and a new API from dynamic creative optimization (DCO) platform Jivox. “Physically, you wouldn’t have time to sit in a […]
AppNexus and Index Exchange have the broadest adoption of their adapters and wrappers, according to the first-ever Header Bidding Index – a report from ServerBid, an Adzerk spinoff that builds wrappers for the demand side. Seventy percent of the top 1,000 publishers running programmatic advertising use header bidding, according to the report, which ServerBid created […]
For the independent demand-side platform (DSP) market, it is the best of times, it is the worst of times. On the one hand, it’s unlikely any new scaled DSPs will enter the market. The costs to build a competitive platform – nine digits off the bat and another eight digits per year in operational costs […]
As its sell-side business takes off due to the success of its Prebid open source wrapper, AppNexus’ buy-side operation is treading water relative to rivals such as The Trade Desk. Now the company is considering downplaying it further. In recent months, AppNexus executives have pondered using parts of its buy-side business as a bargaining chip […]
Seven independent ad tech companies debuted a programmatic consortium on Thursday that pools their supply- and demand-side cookie IDs into one shared identity asset. The consortium is helmed by AppNexus, MediaMath and LiveRamp, which provides the data matching. Other launch partners include Index Exchange, Rocket Fuel, LiveIntent and OpenX. And it’s a shot across the […]
AppNexus wants in on connected TV ad budgets. The ad tech company has doubled down on the infrastructure to support connected TV buying and selling by integrating the forecasting from its Yieldex acquisition with its video ad server. It also has added support for newer connected TV ad formats and long-form content. These developments should […]
The demand-side platform (DSP) category underwent expected consolidation in the past year, with The Trade Desk’s IPO and formerly independent players like TubeMogul, Turn and Adelphic gobbled up by Adobe, Singtel and Time Inc., respectively. But just because the DSP space has matured doesn’t mean it can’t surprise you. This year, that surprise comes from […]
