AppNexus Launches Industry’s First Programmable DSP

Staff

7 years ago

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.

“The next generation of DSPs should leverage machine learning to more efficiently manage an ever-larger number of campaign variables, minimize manual intervention, and deliver superior optimization tied to marketer KPIs,” said Brian O’Kelley, CEO, AppNexus. “With APP, the world’s first and only programmable DSP, traders can spend less time on setup and delivery and more time strategizing on the intuitive, creative aspects of advertising that change a person’s perception of a brand.”

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