June 28, 2017 5:20 PM 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 advertising network, and a custom exchange. The company also provides a digital advertising delivery platform that enables publisher clients to maximize revenue across various demand sources; AppNexus Publisher Suite that powers advertisement serving, planning and forecasting, diverse marketplace sales, and direct campaign management solution...

28 West 23rd Street

4th Floor

New York, NY 10010

United States

Founded in 2007

Phone:

646-825-6460

Fax:

646-825-6465

Key Executives for AppNexus Inc.

Co-Founder, Chief Executive Officer and Director
President and Director
Chief Financial Officer
Age: 44
Chief Operating Officer
Senior Vice President and General Counsel
Compensation as of Fiscal Year 2016.

AppNexus Inc. Key Developments

Axel Springer and AppNexus Announces A Comprehensive Technology Partnership

Axel Springer and AppNexus announced a comprehensive technology partnership. As part of the partnership, Axel Springer plans to progressively adopt AppNexus' enterprise technology products, including the AppNexus ad server, across its global brand portfolio. Starting in 2018, Axel Springer brands BILD.de, welt.de, bzberlin.de, meinestadt.de, finanzen.net, and businessinsider.de, among others, shall migrate to AppNexus' enterprise technology suite. In the future, it is planned that international Axel Springer brands will also adopt AppNexus technology. AppNexus' advertising technology encompasses all digital channels (desktop, mobile), formats (display, video, native), and application purposes (guaranteed and programmatic). Its technology platform is open and programmable, which affords customers the ability to build and innovate on top of its Application Programming Interfaces (APIs) and enables Axel Springer brands to connect their inventories and systems to each other, as well as link to external customer processes.

AppNexus Launches Multimedia Superauction Technology

AppNexus announced the launch of multimedia "superauctions," technology that enables multiple media types to participate in a single unified auction to drive increased demand for each advertising placement and improve monetization. Microsoft implemented AppNexus' superauctions to enable display and video media types to compete in parallel, resulting in superior performance and faster load times. Superauctions, or multimedia auctions, run one unified auction so that advertiser demand for different media types compete with one another, the advertiser willing to pay the most wins, and the winning creative is served. BannerStream is a new video format developed by AppNexus that works with superauction technology to allow publishers to integrate a seamless video advertising experience within display ad units. BannerStream is flexible and transparent to benefit everyone—publishers, advertisers, and consumers. It helps publishers by using HTML5 video and VPAID 2.0 rather than Flash, which improves browser stability and reduces latency. It can also run in large, medium, or small player formats across a variety of aspect ratios. For advertisers, the video player only plays content when the unit is in view, resulting in high video viewability rates. AppNexus also signals the video format type—instream, outstream, or BannerStream— in the bid request for full transparency to buyers. BannerStream is fully compatible with VAST, allowing both publishers and advertisers visibility into tracking VAST events, including starts, completes, and skips. Finally, it is user and consumer friendly, as it plays cross platform with autoplay sound off, with an option to view in full screen for a cinematic experience. Like outstream video, BannerStream does not require the publisher to have existing video content on page, but instead leverages AppNexus' video player technology. BannerStream results in a better user experience versus in-banner video as publishers control how the video ad renders, making it more seamlessly integrated with the overall site design. It can be used on desktop, tablet, and mobile devices; on mobile it is rendered in-line to provide a more native look and feel. Multimedia superauctions are now available in beta on the AppNexus platform to both buyers and sellers.

AppNexus Appoints Kaylie Smith as Managing Director, JAPAC

AppNexus announced the appointment of Kaylie Smith as Managing Director, JAPAC, effective March 13, 2017. Based in Sydney, Smith will oversee AppNexus' strategic partnerships and commercial strategy in Asia Pacific, Japan and Australia. A longtime executive at DoubleClick, Smith more recently managed Rubicon Project's publisher division. She brings a proven track record in building and expanding innovative advertising technology companies and broad experience across JAPAC. Her appointment signals the company's continued traction in, and commitment to expanding its commercial footprint across, the region. Prior to her appointment, Smith was Head of Seller Cloud at Rubicon Project. In her new role, Smith will oversee AppNexus' offices in Singapore, Tokyo and Sydney. Sonal Patel will continue to direct the company's operations in Singapore and will report directly into Smith.

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