AppNexus signs over 260 new publishers
Technology company AppNexus has signed over 260 publishers including News Corp, Nine, Ebay and The Guardian with the aim of growing the marketplace for digital advertising.
The announcement:
AppNexus Signs Over 260 Publishers in 2016 to Grow the Largest Independent Marketplace for Digital Advertising
— News Corp, Nine, eBay and The Guardian among Australian publishers that chose AppNexus’ enterprise technology and open marketplace for unbiased and cost-effective monetization —
February 9th, 2017
AppNexus, the world’s leading independent advertising technology company, today announced commercial agreements signed with over 260 new publishers in 2016, including News Corp, Gannett, Mashable, Slate, Genius, Bauer Xcel Media, Match Group, Resignation Media and Patch Media. The agreements demonstrate the company’s continued momentum as the industry’s open and independent monetization partner for publishers.
In Australia, AppNexus signed agreements with News Corp, eBay and The Guardian Australia last year, while Nine Entertainment expanded its partnership to include the AppNexus Ad Server and Yieldex Analytics.
“We’re proud to be the leading monetization partner for the world’s independent publishers,” said Michael Rubenstein, President, AppNexus. “In an environment where just two media companies – Facebook and Google – command over half of incremental digital advertising dollars, it’s critically important that publishers regain parity by harnessing the power of machine learning and transacting in an open and transparent advertising marketplace. That’s where AppNexus fits in.”
AppNexus’ enterprise technology suite enables ad serving, forecasting and analytics, audience extension and marketplace access and helps publishers to understand and earn what their inventory is truly worth. Its marketplace is among the most low-cost and transparent in the industry. Notably, 2016 saw header bidding develop into the leading monetization strategy for publishers, and PreBid Enterprise, AppNexus’ open source solution powered by prebid.js, emerged as a market-leader for desktop and mobile and became available for video in December.
“The world’s independent publishers choose to work with AppNexus because our enterprise technology and transparent marketplace give them an opportunity to compete on par with the major walled gardens,” Rubenstein continued. “In 2017, we intend to advance our work to help independent publishers control their own destinies.”
In furtherance of its support for independent publishers, AppNexus was the principal sponsor of the 2017 IAB Leadership Meeting held late last month in Hollywood, Florida. The event is the premier gathering of independent publishers in the United States.
Source: Media release
I wish Appnexus alot of luck but certainly they missed out on so much potential. While calling out that they are “all in ” on mobile a few years back they failed to support the app developer community while others wisked by them and Facebook comands a larger market share. This with their lack of investment in the video space too late too fragmented to be a relevant player leaves Apnnexus at a rather peculiar point. They are trying to focus on the publishers in hopes of attracting the advertising budgets while neglecting their long tetm partnerships with networks that have gelped fule their growth all these years by bringin both supply and demand to their platform. I love the Appnexus crew, what they are trying ti accomplish and wish them all the luck in the world.
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At the end of the day someone has to contend with Google and Facebook once they go public I will buy their stock!
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