NEW YORK, November 7, 2013 ― AppNexus, which offers the industry's most powerful, open and customizable advertising technology platform, hosted its fourth annual AppNexus Summit NYC yesterday at The Times Center in Manhattan. The event, the company's largest to date, was attended by more than 500 industry leaders and featured speakers from some of the world's most influential online advertising companies including Microsoft, Millennial Media, Xaxis, and Matomy Media Group.
"As the world's largest independent ad tech company, we believe it's our responsibility to continue to drive the advertising innovations that power the Internet," said Brian O'Kelley, CEO, AppNexus. "At AppNexus, we have the rare opportunity to help align Madison Avenue and Silicon Alley at a moment when the advertising industry is undergoing a seismic transformation. It's fantastic to witness the collective excitement and energy as we work to create greater efficiency and better ad experiences for advertisers, content creators, and consumers."
Building on AppNexus' commitment to mobile advertising made in April during its San Francisco Summit, Ryan Christensen, VP, Product presented an update on the company's recent mobile accomplishments. Christensen announced the general availability of AppNexus' mobile offering for buy-side clients, an update on the Millennial Media Exchange (MMX), new mobile volume statistics, and news that Netflix has selected AppNexus to power its mobile DSP.
General Availability of AppNexus' Mobile Offering
First launched in beta seven months ago with eight buyers, AppNexus' buy-side mobile offering is now available to the entire market. As the largest independent source of programmatic mobile supply worldwide, AppNexus is currently working with top ad networks, digital direct marketers, performance networks, trading desks, and others.
Mobile Volume Statistics
AppNexus reported at the beginning of 2013 that it was transacting roughly 150 million mobile impressions daily. Today that number has grown to more than 6 billion mobile impressions daily, a figure expected to continue to rise as the company expands its mobile partnerships. AppNexus now has hundreds of brands running mobile campaigns on its platform, and has supported more than 60,000 mobile campaigns to date.
Global Expansion of MMX
Underscoring mobile momentum globally, MMX, which first launched in September through a partnership between Millennial Media and AppNexus, recently expanded to Europe with planned expansion to Latin America and Asia in the coming weeks. MMX is the largest premium mobile ad exchange available and a key component of AppNexus' strategy to unlock the potential of mobile and remove friction in the market by allowing customers to do business seamlessly across desktop and mobile.
COMMITMENT TO QUALITY
In a session led by Geir Magnusson, VP, Engineering, and Preethy Vaidyanathan, Senior Director, Product Management, AppNexus reiterated its commitment to upholding the highest standards of ad quality and its longstanding zero-tolerance policy for any invalid activity on its platform. Magnusson defined the seven types of invalid traffic AppNexus is aggressively combating with dedicated engineering resources, human audit teams, and cutting-edge technology.
THE EVOLUTION OF PROGRAMMATIC
AppNexus highlighted its focus on bringing offline relationships to programmatic buying to facilitate more efficient interactions between buyers and sellers. At the company's inaugural European Summit in June, AppNexus previewed a pilot program to give buyers and sellers a more transparent view of their partnerships. Yesterday AppNexus signaled an updated approach to real-time relationships, which includes adopting and building on the popular traits of Deal ID to bring an even more sophisticated solution to the market.
Microsoft's Esco Strong also shared the company's plans to make available portions of Windows 8.1 In-App and Outlook.com ad inventory onto the Microsoft Advertising Exchange, powered by AppNexus. He also shared details on the company's plans to double the footprint of the Microsoft Advertising Exchange and to continue to partner with AppNexus and others to improve the exchange's mobile RTB capabilities.
For video and more information from AppNexus' 2013 New York Summit, please visit: http://summit.appnexus.com.
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.