Posts tagged with App Nexus

The truth about Real-Time Bidding (RTB): experts' view

Last week, we released a new Real Time Bidding (RTB) Buyer's Guide and an infographic on the RTB ecosystem. Though only a small percentage of marketers take advantage of this area of marketing, those who do are finding it to be one of the most efficient ways to reach customers across multiple touch points through a single campaign.

As there is still some confusion around this area, we reached out to four marketers deeply entrenched in RTB to find out what they think of it, the advantage of making it part of your spend and how it will affect the future of marketing.

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The rise of real time bidding

Much has changed during the rise of online bidding, social media and video that it has made the old ad serving companies irrelevant.

Michael Rubenstein, president of AppNexus, has been working for the past three years on developing better technology in the ad serving space.

AppNexus has grown very quickly into a global company and is trying to establish a new standard for advertising technology.

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AOL turns to Yahoo's ad exchange to move inventory

How to compete with Google in the display advertising space? Late last year, three unlikely allies, Yahoo, AOL and Microsoft, forged a pact that would allow each company to sell certain display ad inventory for the others.

At the time, Yahoo and Microsoft decided to use different ad exchanges, while AOL remained undecided.

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Q&A: Ari Paparo of AppNexus on real-time bidding and yield optimization

Ari PaparoAri Paparo, Senior Vice President of Product for real-time ad platform AppNexus, gave an engaging talk at last month's AdMonsters conference in London about real-time bidding and 'Yield Management 3.0'. After his presentation, we asked the former product leader for DoubleClick and Google some more questions about the impact of RTB and plans for AppNexus expansion into Europe.  

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Three reasons why the digital display ecosystem will fail

Here are the three reasons most of the companies within Terence Kawaja's display advertising landscape map will fail, and the three types of companies that will win big.

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Why Real Time Bidding is more important than you think

Getting RTB (real time bidding) right is the key to success for many of the companies in the digital media ecosystem.

This post explores the trends in real time bidding to look for over the next 18 months as systems provide more premium inventory; enable private exchange buying; move beyond display into other digital media types; and provide immediate buying opportunities.

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