AppNexus launches technology allowing buyers to bring their own algorithms to the AppNexus platform

Press Release

London – AppNexus, the world’s leading independent ad tech company, today announced the launch of AppNexus Programmable Bidder (APB), an innovative technology that enables advertisers and agencies to upload their proprietary algorithms directly to the AppNexus open platform and test and refine algorithmic strategies to optimize campaign outcomes. Click here for related video.

APB creates new opportunities for advertisers and agencies seeking to buy online inventory algorithmically. Previously constrained by the cost and complexity of building their own bidders, they can now deploy their own formulas on the AppNexus platform to match audience and message.

“Real-time algorithmic bidding will revolutionize marketing,” said Brian O’Kelley, CEO of AppNexus. “Until now, the technical challenges and financial costs of real-time bidding have prevented most buyers from investing in algorithms. By allowing data scientists to upload complex models directly into our scaled real-time bidding platform, we will finally see the industry take full advantage of the power of algorithms to maximize the impact of every ad impression."

“We’d ultimately like to see a world in which advertisers and agencies evaluate their proprietary optimization formulas against AppNexus’ algorithms and refine and adapt their campaigns accordingly,” O’Kelley continued.

According to Catherine Williams, AppNexus’ Chief Data Scientist, “Until now, advertisers who wanted to leverage their data assets had to make an unhappy choice: incur enormous cost and complication to build their own bidders, with all their attendant latency and scale challenges, to be able to apply their own models and algorithms; or turn their data over to a third-party black box. We’re saying goodbye to the black box and providing a third option. APB empowers buyers to leverage their own proprietary algorithms and models, extracting maximum value from their data while staying in full control.”

APB also opens the door for a new generation of programmatic media companies to sell packaged optimization services on the AppNexus platform. In such a future market, buyers would be able to access, assess and rent algorithms designed by optimization partners with seamless adoption and financial clearing.

“It makes sense that AppNexus broke through the wall, and not someone else,” O’Kelley continued, “because we’re the leading open, independent, end-to-end platform for online advertising. Our underlying thesis is that open beats closed. We don’t just allow — we invite —the most innovative technology companies to build their tech on top of ours. It means that buyers can fashion campaigns that deliver the right message to the right audience, without turning their data over to a black box.”


AppNexus is a technology company whose cloud-based software platform enables and optimizes programmatic online advertising. Its enterprise technology platform maximizes yield and campaign performance for sellers and buyers of online inventory. As the world's leading independent ad tech company, AppNexus is led by the pioneers of the web's original ad exchanges. Headquartered in New York City with 23 global offices, AppNexus employs more than 900 of the brightest minds in advertising and technology who believe that advertising powers the Internet. For more information, follow us at @AppNexus or visit us at