What is AppNexus? Review on What the Ad Tech Company Does

AppNexus is an American multinational technology company whose cloud-based software platform enables and optimizes programmatic online advertising.[1] Headquartered in New York City, the company has 23 offices in North America, Latin America, Europe, Asia and Australia.

AppNexus offers online auction infrastructure and technology for data management, optimization, financial clearing and support for directly negotiated advertising campaigns. It has both demand-side platform (DSP) and supply-side platform (SSP) functionalities. It integrates with advertising sources including Google\’s DoubleClick, Microsoft\’s AdECN, engage:BDR and other aggregators.[2][3] It operates out of multiple data centers, including one in Amsterdam serving Europe and the Middle East, in a facility shared with.


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Appnexus Minimum Traffic Requirement

You must have the minimum of 10 million page views per month to become a publisher for AppNexus. This is rather a large margin that majorly allows only high volume media companies to become a part of the AppNexus family. Along with that, publishers need to have a significant volume of their traffic coming from tier one countries like US, Cananda, and UK.

Appnexus Ad Formats

AppNexus too has a plethora of ad formats from which a publisher can make a choice of what suit him the best. It includes Banner Ads that appear above or alongside content, Expandable Ads that can be enlarged further from its initial dimension, Pop Ads that display in a secondary browser window, Mobile Ads like In-Apps or Web Ads and Video Ads that has immense impact on viewers. Video ads are the latest addition to the Appnexus family and there are a lot of publishers who are making good revenue from the high CPMs of video ads using the platform.

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Is it an ad network?

No. But, but it does license its technology to other ad tech companies. Instead of building their own software allowing ad buyers to bid on ads across thousands of sites, ad networks can license tools from AppNexus, as companies like CPXi and Bannerconnect have done.

What specifically do publishers use AppNexus for?

Companies like USA Today and Bloomberg work with AppNexus to sell ads on an automated, or “programmatic” basis, finding the best price at a given moment. Though each partnership is different, AppNexus can sell various publishers’ inventory to ad buyers representing marketers, or to other ad tech companies who resell it.

AppNexus operates one of the few major “ad exchange” businesses, essentially a big marketplace where digital ad inventory can be bought and sold. As an example, Microsoft puts much of its ad inventory from the portal MSN into the AppNexus exchange, where ad buyers can bid on ads. There are thousands of sites using the exchange. This is one area where AppNexus competes directly with Google.

Publishers can also use AppNexus’s products to set up so-called private exchanges, where they can sell ad space to a defined set of advertisers at price minimums.

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