Ad Serving | AppNexus

The AppNexus platform is the only ad server built specifically for the real-time advertising business. Whatever your inventory strategy, our ad serving system lets you target managed inventory and real-time inventory interchangeably based on revenue, cost, margin, or key performance indicators you choose and supports premium and remnant strategies with powerful prioritization and optimization tools.

Real-Time Ad Serving for Buyers and Sellers

Composed of interoperable display advertising technologies, the AppNexus platform is designed to support the evolving needs of both buyers and sellers. The AppNexus platform allows you to maintain both directly-managed and real-time inventory in a single offering, reducing operational complexities and increasing performance and ROI. And our robust and elastic cloud infrastructure offers stability and scalability, and low latency across four global data centers.

State-of-the-Art Optimization System

Algorithmically determining the best price and the right ad for an impression is a core part of our platform, and isn’t an “add on” as in some ad servers. Our optimization tools work across both managed and real-time inventory and optimize against CPM, CPC or CPA goals, regardless of your financial relationship with your advertiser.

We also provide clear documentation on our approach and our consultants will demonstrate how we are working to optimize your specific methodology and demand. Two of the methods we use are:

A sophisticated “learn” system that uses historical data to map available inventory for your specific offer and algorithmically delivers efficient and accurate learnings to improve campaign performance. 
A cadence modifier that models historical information—including how frequency and recency affect a user’s likelihood to click and convert–to optimize campaigns

AppNexus Console: A Powerful Ad Management UI

AppNexus was built for the RTB environment from the ground up, complete with a proprietary bidder called AppNexus Console. AppNexus Console is a fast, simple-to-learn UI for your team to manage both supply and demand, with an ad serving workflow that matches the way you do business and the way you pay partners, including cost models, revenue models and margin. And, while some competitors take 15 minutes, 30 minutes—or even an hour—to push out campaign changes, AppNexus leads the industry with instantaneous creative refreshes.

Integrated mobile and display

With the growth of mobile advertising, search and display are converging in practical ways. AppNexus effectively integrates mobile and display to drive strong ROI, allowing you to get a single view of their performance across channels without building new technologies to enable a mobile display platform. Windows 7 mobile inventory is exclusively available through AppNexus.

Well-documented APIs to build on top of the AppNexus platform

AppNexus is the only vendor in the RTB marketplace that takes an enterprise software approach to integration. At AppNexus, we build our own solutions, like the AppNexus Console, on our APIs, demonstrating how our API and back-end architecture allow for true extensibility. And, as an AppNexus Console customer, you can actually see each API call necessary to build our UI and download that code for rapid application development and deployment. For RTB participants, our bidder and supplier APIs are well documented and easy to implement.

We welcome integrations from our clients and ecosystem partners and support a robust group of developers worldwide. See our page on AppNexus Apps to learn more.