New York and London– From its second annual European Summit, AppNexus, the technology company that provides trading solutions and powers marketplaces for Internet advertising, today announced the significant strides it has made in mobile in 2014, including the evolution of its seminal partnership with Millennial Media and a new engagement with Shazam. In addition, the company revealed significant growth metrics in mobile ad volume and spend.
“AppNexus is a mobile company,” said CEO Brian O’Kelley. “We have a long history in desktop and are still deeply committed to that medium, but mobile is where the industry is heading and we’ve placed a huge bet on that opportunity. Partnering with mobile leaders like Millennial Media and Shazam validates us as the clear frontrunner in programmatic mobile, and the incredible increase in mobile volume and ad spend on our platform are further proof points.”
Today AppNexus is the gateway to the largest source of programmatic mobile inventory. Impression volume on AppNexus has grown from approximately three billion impressions a day a year ago, to more than 14 billion a day in the last month, a 400 percent increase. Its mobile business has grown more than 500 percent in the last year, based on ad spend. The number of mobile-sized ads and campaigns targeted to mobile supply in the system has grown 10 times over in the last year, with 65,000 campaigns currently running through AppNexus. More than 1,000 new mobile ads are uploaded to the AppNexus platform every day. Overall, Magna Global reports that 68% of mobile display was traded programmatically and it is forecasted to rise to 88% by 2017 (Q3 2013 Magna Global study).
In order to deliver premium high-quality mobile inventory to buyers, AppNexus works with formidable supply partners including Millennial Media and Shazam. Since the launch in 2013 of the Millennial Media Exchange (MMX), a premiere mobile exchange powered by the AppNexus platform, more than 180 buyers in 40-plus countries are taking advantage of its premium inventory and high-value audiences. Millennial Media is also now the first -- and only -- mobile exchange in the AppNexus Deals Open Beta, which is designed to deliver premium marketplace capabilities to key buyers.
Mollie Spillman, EVP, Global Sales & Operations at Millennial Media said, “We are very optimistic about the growth opportunity of the programmatic mobile market in EMEA. Our company is making significant investments in the European market, where mobile spend has increased four-fold since the beginning of the year. Our market research shows that EMEA provides a massive opportunity for our two companies to unlock demand in the region at an automated scale that no one can provide in the market today.”
Shazam, one of the world’s most-downloaded apps and a mobile-first premium publisher, is now leveraging AppNexus’s yield management and ad quality tools for monetization, brand protection and preventing channel conflict. Shazam is also buying through the AppNexus platform, using first and third-party data segments for targeting. In addition, Shazam’s inventory is now available for purchase within the Millennial Media Exchange (MMX), giving buyers greater access to premium supply within MMX and enabling Shazam to develop new buy-side partnerships.
Miles Lewis, Senior Vice President, International Advertising Sales at Shazam, said, “AppNexus has given Shazam the flexibility to manage our existing preferred partnerships with its industry-leading inventory controls and seamless integration with data providers, as well as work with new buyers who want to take advantage of our premium supply.”
AppNexus is a technology company that provides trading solutions and powers marketplaces for Internet advertising. Our open, unified, and powerful programmatic platform empowers customers to more effectively buy and sell media, allowing them to innovate, differentiate, and transform their businesses. As the world's largest independent ad tech company, AppNexus is led by the pioneers of the web's original ad exchanges. Headquartered in New York City with ten global offices, we employ hundreds 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 www.AppNexus.com.