AppNexus
AppNexus[edit | edit source]
AppNexus is a technology company that provides a cloud-based software platform which enables and optimizes programmatic online advertising. Founded in 2007, AppNexus is headquartered in New York City.
History[edit | edit source]
AppNexus was founded by Brian O'Kelley and Michael Rubenstein in 2007. The company was established to create a more efficient and effective way to buy and sell digital advertising. Over the years, AppNexus has grown to become one of the largest independent ad tech companies in the world.
In 2018, AppNexus was acquired by AT&T and became part of its advertising and analytics division, Xandr.
Technology[edit | edit source]
AppNexus offers a comprehensive suite of tools for advertisers, publishers, and agencies to manage their digital advertising campaigns. The platform includes features for real-time bidding, data management, and analytics.
Real-Time Bidding[edit | edit source]
AppNexus's real-time bidding (RTB) technology allows advertisers to bid on ad inventory in real-time, ensuring that they reach their target audience efficiently. This technology is crucial for programmatic advertising, where ad impressions are bought and sold in milliseconds.
Data Management[edit | edit source]
The AppNexus platform includes a data management platform (DMP) that helps advertisers and publishers manage and analyze their audience data. This allows for more targeted and effective advertising campaigns.
Analytics[edit | edit source]
AppNexus provides robust analytics tools that offer insights into campaign performance, audience engagement, and return on investment (ROI). These tools help advertisers optimize their strategies and improve their advertising outcomes.
Products and Services[edit | edit source]
AppNexus offers a variety of products and services tailored to different segments of the digital advertising ecosystem:
- AppNexus Marketplace: A marketplace for buying and selling digital advertising inventory.
- AppNexus Console: A user interface for managing advertising campaigns and accessing analytics.
- AppNexus Programmable Platform (APP): A customizable platform for building and managing programmatic advertising solutions.
Impact on the Industry[edit | edit source]
AppNexus has played a significant role in the evolution of programmatic advertising. By providing a scalable and efficient platform, it has enabled advertisers and publishers to maximize the value of their digital advertising efforts.
See Also[edit | edit source]
References[edit | edit source]
External Links[edit | edit source]
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