AppNexus Partnerships Tool Up For Programmatic TV

It has been providing programmatic advertising buying services for a decade. But now AppNexus’ video efforts are kicking up a gear. At its customer summit in New York, the company made three announcements it hopes will make it easier for advertisers to buy ads in over-the-top and connected TV environments: Direct integration with Pluto TV and TUBI. […]

 
 

AppNexus’ O’Kelley Fires Up Machine Learning-Powered DSP

For a business that moves so quickly these days, some things sure do go slowly. Case in point – AppNexus’ rebooted demand-side platform (DSP). A whopping four years in the making, the ad-tech company finally unveiled the “AppNexus Programmable Platform” (APP) this week. But, in this video interview with Beet.TV, CEO Brian O’Kelley says he thinks […]

 
 

AppNexus, Tru Optik Deal Delivers Audiences In 75 Million OTT Households: Tru Optik’s Andre Swanston

Under the partnership announced this week between AppNexus and Tru Optik, publishers will be able to pre-segment their connected-TV inventory and have private marketplace deal ID’s to control access to the inventory. “From a technological and logistical standpoint, it’s really a huge step forward for the entire industry,” says Andre Swanston, CEO and Co-Founder of […]

 
 

Beyond A Clean Supply Chain: Advertisers Focusing On Effectiveness, Says comScore’s Aaron Fetters

ORLANDO – What is considered a “safe” digital advertising environment for one brand might be unacceptable to another. For the latter, blacklisting entire websites or domains is one solution, but it doesn’t have to be that way. This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables […]

 
 

AppNexus’ Rubenstein: Machine Learning Enhances Ads

Machine learning is emerging, alongside artificial intelligence, as one of the tech trends of 2017. But one advertising technology provider says earlier investments in the technology are now bearing fruit. Asked about his company’s commitment to machine learning, AppNexus president Michael Rubenstein tells Beet.TV, in this video interview: “We’ve made deep, deep investments at AppNexus over […]

 
 

News Corp.’s Guenther On Infrastructure Flexibility, Fake News And Viewability

HOLLYWOOD, Florida – While programmatic media buying continues to grow rapidly, publishers need to remain flexible with their infrastructure. It’s all about helping advertisers reach the audiences they want, says the SVP and Global Head of Programmatic for News Corp., Chris Guenther. “It’s just a means of servicing our clients,” Guenther says of programmatic in […]

 
 

Index Exchange’s Casale On The Benefits Of Supply Side Focus, Infrastructure And Partnerships

HOLLYWOOD, Florida – On the heels of his company’s expanded partnership with AppNexus, Index Exchange President & CEO Andrew Casale reflects on the benefits of focusing exclusively on supply side clients, becoming “an infrastructure” company and fostering adtech partnerships. Until three years ago, Index Exchange was known as Casale Media, an early proponent of programmatic […]

 
 

Euro Brands Slower To Pull Ad-Buying In-House: AppNexus’ Sagness

SEVILLE — As ad-tech platforms continue to rise up, the lingering question is: Will newly-empowered brands now decide to take on many of the functions they previously outsourced to ad agencies? Whilst that appears to be happening sporadically, it won’t happen so fast in Europe, says one ad-tech exec with a read on the trend. “As we […]

 
 

Mobile Ads Going Up The Funnel: AppNexus’ Gilbert

BARCELONA — Mobile ads are booming. Now they’re ready to burst up the funnel, too. Mobile was set to account for the majority of digital ad spending in 2015. So far, most of that has been spent on so-called “performance” ads, where advertisers pay for a guaranteed, usually click-based digital outcome. But, as the medium matures, […]

 
 

Advertisers Want Online Data Smarts For New TV: AppNexus’ Rubenstein

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 […]

 
 

AppNexus’ Claims Positive Results For Video Reboot

COLOGNE — A couple of months back, we reported how AppNexus, the programmatic ad tech firm, told us it would reboot its video advertising offering after a troublesome start. And now it’s claiming initial results as promising. According to the company: “Based on conversations with clients who tested our product over the past few months, we’ve consistently […]

 
 

AppNexus Replays Video Ambitions, Starting This Summer

It’s four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan. AppNexus CEO Brian O’Kelley, in this video interview with Beet.TV, says:  “We’re going in to open beta for our new video-buying […]

 
 

AppNexus’ Brian O’Kelley On Starting Over and Finding Success

When Brian O’Kelley was fired from Right Media after its sale to Yahoo because of a major disagreement about the direction the company had been being taken in, he considered whether he should retire or maybe become a venture capitalist. Instead, later in 2007, he decided to start something new. “It took me about six […]

 
 

Ad Tech Is Cyclical: AppNexus CEO O’Kelley

Looked at the ad tech lumascape lately? It’s not pretty; it’s confusing. But it may not be that way forever. The boom in advertising technology is just a natural, cyclical response to a world of complexity, says one of the sector’s top execs. At times, it’s pushed to the background as an enabler. And at […]

 
 

Xaxis Deal ‘Critical’ To AppNexus’ Future: CEO O’Kelley

Last year’s deal in which WPP’s Xaxis programmatic unit divested its ad-serving technology to ad tech outfit AppNexus was forged in the snowy hills of the Swiss Alps. “For five years, we had a good relationship,” AppNexus CEO Brian O’Kelley tells Beet.TV in this video interview. “Last January in Davos, I found 15 minutes with […]

 
 

WPP Wants to Support an “Independent AdTech Ecosystem,” Xaxis’ CEO

This year, there was a dramatic rise in adtech “stacks,” with Facebook’s relaunch of Atlas and the expansion of Google’s DSP business, but WPP wants to support “an independent ad tech ecosystem” where technology and media companies remain separate.   It is this direction that aligns with the recently announced alliance with AppNexus, explains Brian […]

 
 

Microsoft, as Publisher, Embraces Programmatic Solution with AppNexus

Inventory sold in the Microsoft ad exchange includes display and mobile apps and will eventually involve video, says Adam Roodman, Director, U.S. Targeting and Programmatic at Microsoft Advertising, in this interview with Beet.TV He says that while much of Microsoft’s inventory is sold directly, on a reserved basis to advertisers, the rest goes into the […]

 
 

Martin Sorrell: Investment in AppNexus Allows WPP to Compete with Google and Facebook

With its recent investment and technology exchange with AppNexus, WPP will  have the technology platform to compete against companies like Google’s DoubleClick and Facebook’s Atlas, says Sir Martin Sorrell, WPP chief executive, in this interview with Beet.TV  He says that Google and Facebook are “media owners” much as Disney or Viacom, and as such should […]

 
 

WPP Ups Investment in AppNexus as “The only alternative to align with Facebook or Google,” Martin Sorrell

WPP, the world’s largest adverting holding company is upping its investment in ad tech company AppNexus with a $25 million investment and will use the AppNexus technology to sell ads, the companies announced today. In an interview with the Wall Street Journal, WPP CEO Martin Sorrell says, “The only alternative to AppNexus is to align with […]

 
 

Programmatic Revolution Is “Eating The Media World”: AppNexus’ Rubenstein

“Programmatic” methods of buying and selling digital advertising space have come a long way since they were used only to shift un-loved banner slots. “What started as a fringe trend in the digital advertising space is now taking over the entire industry,” AppNexus president Michael Rubenstein tells Beet.TV in this video. “Programmatic is eating the media world. […]