NEW YORK — AppNexus, which offers the most powerful, open and customizable advertising technology platform, today announced an “all-in” commitment to mobile advertising, promising to remove the barriers currently limiting buyers and sellers from unlocking the full potential of mobile. From the AppNexus Summit in San Francisco, CEO Brian O’Kelley outlined the company’s plan to extend its display business into mobile as part of one integrated platform that will break down the technological hurdles causing friction within mobile advertising.
Over the course of 2013, AppNexus will bring the same scalable, customizable and targeted efficiencies the company is known for in display to market with integrated buy- and sell-side solutions for display and mobile. The mobile buy-side offering, which is in beta with clients including Collective, CPX Interactive, FlxOne, and Matomy, is expected to be available to all AppNexus customers this summer. The beta product is already integrated with mobile supply sources such as Nexage, Smaato, and MoPub.
“Consumers are shifting to mobile, and companies are expending significant time and money trying to reach them there -- but they haven’t yet cracked the code,” said O’Kelley. “We built the technology foundation that unlocked unprecedented innovation and spend in display. Now we’re taking the same approach to mobile, allowing our customers to do business ‘full spectrum’ seamlessly across display and mobile.”
“As a data-driven, multi-screen platform for brand marketers, the biggest hurdle in mobile advertising is having to work with multiple supply sources and one-off technology partners. We have chosen to work with AppNexus for mobile because AppNexus has proven to be the technology platform of choice in digital advertising. By continuing to partner with AppNexus, we can seamlessly activate our unique advertising solutions across desktop and mobile channels,” said Joe Apprendi, CEO of Collective.
In January, AppNexus raised a $75 million Series D round led by Technology Crossover Ventures to accelerate the company’s rapid growth and fuel a new generation of innovations that will transform digital advertising. The company’s major commitment to mobile is part of that ongoing strategic plan.
AppNexus, which offers the most powerful, open and customizable advertising technology platform, serves the largest and most innovative buyers and sellers of online advertising, including Microsoft Advertising Exchange, Interactive Media (Deutsche Telekom) and Collective. Led by the pioneers of the Web’s original ad exchanges at Yahoo!’s Right Media and Google’s DoubleClick, AppNexus offers the industry’s most advanced technology platform that empowers companies to build, manage and optimize their entire online advertising businesses. Based in New York City, AppNexus is backed by an outstanding group of investors including Technology Crossover Ventures, Microsoft, Venrock, Kodiak Venture Partners, Tribeca Venture Partners, First Round Capital, Marc Andreessen, Ben Horowitz, Ron Conway and Khosla Ventures. For more information, visit www.appnexus.com.