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September 05, 2015 2:19 AM ET

Internet Software and Services

Company Overview of AppNexus Inc.

Company Overview

AppNexus Inc. operates a cloud-based software platform that enables and optimizes programmatic online advertising. Its enterprise technology platform maximizes yield and campaign performance for sellers and buyers of online inventory; provides trading solutions and marketplaces for Internet advertising; and allows advertisers to build a trading desk, an ad network, and a custom exchange. The company also provides a digital ad delivery platform that enables publisher clients to maximize revenue across various demand sources; and AppNexus Apps program, an application platform for third-party technology vendors and existing customers to build innovative features for their own clients and reach ...

28 West 23rd Street

4th Floor

New York, NY 10010

United States

Founded in 2007





Key Executives for AppNexus Inc.

Co-Founder, Chief Executive Officer and Director
President and Director
Chief Financial Officer and Chief Operating Officer
Age: 43
Senior Vice President and General Counsel
Senior Vice President of Technical Operations
Age: 47
Compensation as of Fiscal Year 2015.

AppNexus Inc. Key Developments

AppNexus and Microsoft Announce Multi-Year Extension and Expansion of Technology Partnership

AppNexus announced an agreement to extend and expand its global technology partnership with Microsoft. The deal creates a multi-year extension of the Microsoft-AppNexus engagement, expanding AppNexus' role as Microsoft's exclusive partner for programmatic technology and sales in ten markets. In total, AppNexus powers Microsoft's programmatic advertising now in over 39 markets. The expanded engagement builds on a highly successful pilot program in the Nordic region, where AppNexus helped to convert almost 50% of Microsoft's advertising operations to programmatic within six months.

AppNexus Introduces Comprehensive Inventory Quality (IQ) Standard

AppNexus introduced IQ, a suite of major policies, products and features that form the industry's most transparent and reliable marketplace for online inventory. Included in IQ are strict domain transparency standards, comprehensive Pre-bid Policy Enforcement, and AppNexus Spend Protection, a financial guarantee to advertisers. IQ establishes a new gold standard in digital advertising and brings maximal visibility and accountability to an industry that has long wrestled with the twin challenges of quality and verification. Alpha testing of IQ produced discernibly higher RPMs (revenue per 1000 impressions) and performance, indicating strong value and measurable results for both digital publishers and advertisers. Under IQ, AppNexus has introduced tools and programs to enforce more strictly AppNexus's established guidelines that require impressions sold on its platform to lead to known, quality content, similar to its existing standards that require all ads to meet strict creative and topical criteria. In IQ's alpha phase, publishers have experienced lifts in RPMs ranging between 29% and 47%, while nearly two-thirds of advertisers have seen increases in response rates. IQ represents a sweeping overhaul of AppNexus's approach to online advertising inventory on its platform. It creates meaningful enforcement of standards that regulate the marketplace and protect the interests of all parties by implementing: Pre-Bid Policy Enforcement, a combination of manual and automated systems that choke off the supply of invalid or unverifiable inventory; Domain Transparency, a strict policy that disallows domain masking and ensures that advertisers enjoy full insight into the inventory that they are buying; AppNexus Spend Protection (previously announced as "Certified Supply" in its alpha phase), a program that extends a money-back guarantee when third-party verification partners do not certify inventory purchased on the AppNexus platform.

AppNexus Launches AppNexus Programmable Bidder

AppNexus announced the launch of AppNexus Programmable Bidder, an innovative technology that enables advertisers and agencies to upload their proprietary algorithms directly to the AppNexus open platform and test and refine algorithmic strategies to optimize campaign outcomes. APB creates new opportunities for advertisers and agencies seeking to buy online inventory algorithmically. Previously constrained by the cost and complexity of building their own bidders, they can now deploy their own formulas on the AppNexus platform to match audience and message. With the launch of APB, AppNexus extends an unparalleled level of control and autonomy to buyers seeking to leverage proprietary algorithms. APB enables buyers to upload decision trees through the AppNexus platform's open APIs and access them directly through its user interface.

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