There’s a kind of trend going around ad-tech firms currently which involves adding artificial intelligence (AI) to their platforms, and AppNexus is the latest to jump on board. The AppNexus Programmable Platform (APP) is the first programmable demand side platform out there. And after a massive three year research effort involving more than 200 engineers, developers, and data scientists, the company says the AI platform will be ready to launch sometime in 2018.
AppNexus is a multinational technology company that was founded back in 2007. Currently employing more than 1,000 people the company offers cloud-based solutions for users to optimize their online advertising. With it’s headquarters in New York, the company also has several other offices throughout Asia, Australia, Europe, Latin America, and North America.
Anyone that’s had a chance to test the APP platform is already impressed. Greenhouse Group recently used it and managed to decrease trade times by a massive 73 percent as well as achieving 13 percent better performance than before. Rumors are that OMD and Xaxis have also been trying out the AI software. Although Xaxis is also in the process of building its own AI platform that makes use of the software’s audience segmentation, retargeting, and supply optimization techniques.
The ad-tech firm will also change the way in which it targets customers cross-device beyond cookies. “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 AppNexus CEO, Brian O’Kelley. “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.”
Several other companies are joining AppNexus in adding AI technology to its media-buying programs, particularly in the form of machine learning. Earlier this year, online advertising company Sizmek acquired ad-tech company, Rocket Fuel in a staggering $145 million deal. The company says one of the main reasons for the acquisitions was because of Rocket Fuel’s AI-powered platform.
IBM too has been stepping up its game in terms of AI. In September this year the company unveiled its fabulous Watson advertising platform. This amazing piece of technology uses AI for pretty much everything including creating content and providing localized buying optimization.