Collective and AppNexus Bring Sophisticated Audience Targeting and Brand Safety to Real-Time Display Advertising

Press Release

NEW YORK,  AppNexus, the real-time advertising platform tapped by many of the leading ad networks, and Collective, a leading media and technology solutions company for display advertising, today announced that they are working together to expand real-time advertising opportunities on the Web for Collective's brand advertisers and agencies.

Collective will now leverage AppNexus' advanced ad platform, data management, and proprietary inventory monitoring tools for executing and optimizing real-time media buys using Collective's industry-leading audience targeting and robust inventory protection.  In addition, Collective's commitment to detect and target audiences across a premium ecosystem will be significantly enhanced by the single-point integration offered by AppNexus with the largest sources of inventory including the major ad exchanges like Google's DoubleClick and Microsoft's AdECN.

"At Collective, we have always had a laser-focus on audience; delivering the perfect ad, to the right person, in the best environment which is why the partnership with AppNexus, the most sophisticated real-time ad platform available today, is a natural fit for us," saidJerome FitzGibbons, EVP, Collective.

Collective Network finished May 2010 with 15% unique visitor growth year-over-year, and ranked as the second-fastest growing U.S. ad network among the top ten U.S. ad networks with an audience of 147 million UVs, according to comScore (June 2010).

"Collective's ability to apply rich audience data and premium ad environments to exchange buying brings new value to brand advertisers looking to acquire online audiences at scale," said Brian O'Kelley, CEO, AppNexus.  "Brand advertisers have historically had high standards, and Collective's specialized use of the AppNexus RTB platform makes brand safe, highly-targeted media planning a reality for major brand advertisers."

AppNexus, which specializes in real-time advertising, offers a complete infrastructure that empowers performance-driven companies such as ad networks, demand-side platforms and direct marketers, to build, manage and optimize their entire display advertising business and gain access to the largest inventory sources on the web from one central gateway.  As a true enterprise-caliber technology platform company capable of integrating deeply into its clients' business processes, AppNexus provides tools that empower customers to build self-sustaining businesses.


AppNexus is an advanced ad platform specializing in real-time advertising.  Founded and managed by the pioneers of the Web's original and most successful ad exchanges at Yahoo!'s Right Media and Google's DoubleClick, AppNexus offers unparalleled, highly scalable technology, deep industry expertise and plays host to a vibrant community of leading companies within the online advertising ecosystem.  Chosen by eBay, the Web's premier online marketer, as its display advertising partner, the AppNexus platform integrates eBay and other clients with all the major inventory sources to execute and optimize real-time media buys.  AppNexus offers clients a complete set of ad technology capabilities including data management, optimization, APIs, financial clearing as well as support for directly negotiated media campaigns.  Overall, AppNexus empowers sophisticated companies including direct marketers, ad networks and demand-side platforms to build, manage and optimize their entire display advertising businesses and provides single-point integration to the largest sources of inventory including the major inventory aggregators and ad exchanges like Google's DoubleClick and Microsoft's AdECN.

Based in New York City, AppNexus is backed by an outstanding group of investors, including Marc Andreessen and Ben Horowitzfrom LoudCloud/OpsWare; First Round Capital; Venrock; Grape Arbor; Kodiak Venture Partners; Ron Conway; and Khosla Ventures.  For more information, go to


Collective is a leading media and technology solutions provider for display advertising.  Founded in 2005, the company delivers targeted audiences to advertising agencies, brand advertisers and publishers.  Collective's industry expertise provides a strategic advantage to its clients by leveraging insights to reach audiences.  Its flagship solutions are the Collective Network®, the original transparent network for brands; Collective Video™, the world's first audience-driven video network; Collective Direct™, the high quality network for direct marketers; and AMP®, the leading ad network administration, audience targeting and reach extension platform.  The company is headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, and San Francisco.  For more information, visit



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