LAS VEGAS — In the last few years, advertisers have become accustomed to finely targeting web and email marketing for distinct consumers. Now they want to do the same with online video, which itself is reinventing traditional TV.

That’s the assessment of one exec in the thick of the ad-tech explosion, who says customers have more choice than ever.

“They want to apply the same techniques that have made online advertising so successful to these new connected video channels,” AppNexus president Michael Rubenstein tells Beet.TV in this video interview.

“Reaching consumers that are watching a Roku or accessing content through Amazon’s platform or through a Samsung smart tv or watching videos on Dailymotion… advertisers want to be able to speak with one voice to consumers and increase the relevance of their messaging by using data.”

Serving both publishers and advertisers, AppNexus offers a supply-side platform, ad server and yield optimization software. It has grown from its traditional core of programmatic ad supply by acquiring YieldX for optimization and OAS for ad serving.

“Publishers have never really had choice in ad technology,” Rubsenstein says. “DoubleClick has been the leader for the last 20 years. There hasn’t been a lot of competition. That’s changing now.”


This video is part of Beet.TV coverage of CES 2016 sponsored by Adobe.