AppNexus Launches Industry’s First Programmable DSP

AppNexus, a leading independent advertising technology company, announced the launch of the AppNexus programmable platform (APP), which aims to be the industry’s first programmable demand side platform (DSP).

APP harnesses machine learning to help traders execute customized and complex strategies through a user interface. APP strives to enable greater efficiency in campaign setup, management, and calibration, and to deliver superior optimization. Additionally, it includes identity and attribution capabilities for people-based advertising, and enables traders to buy views rather than impressions.