Ad technology firm AppNexus has launched two features that it claims will allow publishers and advertisers to solve issues with their real time bidding strategies.
AppNexus, the world’s leading independent advertising technology company, today announced the launch of Advanced Deal Metrics and Bid Error Report, two features that enable publishers and advertisers to identify and remediate deficiencies associated with their Deals and Real-Time Bidding (RTB) strategies.
The new tools empower ecosystem partners to reduce friction associated with programmatic buying and selling, cut time spent troubleshooting and unlock revenue lost on rejected bids.
“We are empowering buyers and sellers to communicate more efficiently with each other and transact more seamlessly in a fair, transparent marketplace,” said Pat McCarthy, SVP Product, Publisher Technology Group, AppNexus. “As a pure-play internet technology company, our laser focus is on helping publishers maximize their yield and helping advertisers achieve the best return on their investment. These new tools contribute uniquely to this goal.”
For advertisers and publishers, troubleshooting programmatic campaigns is often a complex and ambiguous process, resulting in missed advertising opportunities and lost revenue. Until now, most industry solutions have catered to either publishers or advertisers, but never both together, resulting in incomplete data capture and information sharing. With its holistic technology platform for both publishers and advertisers, AppNexus is uniquely able to share data between both parties, facilitating open communication to improve setups and increase spend.
With Advanced Deal Metrics, AppNexus added a number of new data points to every stage of the deal process from bid request and bid rate to invalid bids, while also expanding the granularity of each data point. For example, AppNexus’ platform now illuminates 30 distinct reasons for bid rejections, granting publishers and advertisers granular insights into individual deals throughout the impression flow. With the platform’s filtering capabilities, publishers and advertisers are able to narrow fields to quickly identify possible error types and modify their settings to overcome roadblocks and align with bid requirements. Data streams in 10-minute rolling windows, so users can refresh their results and see campaign adjustments take effect in near real-time.