Tagged: AppNexus

AT&T Plots New Marketplace for TV and Digital Video Advertising

T 0.06% advertising chief said the company’s acquisition of AppNexus is part of a strategy to build a first-of-its-kind marketplace for television and digital video advertising and give it more firepower against industry juggernauts Google and Facebook Inc. Terms of the AppNexus deal, which was announced Monday, weren’t disclosed. Source: www.wsj.com/articles/at-t-to-acquire-digital-ad-firm-appnexus-for-1-6-billion-1529929278

Adobe And AppNexus Shed Light On All Fees From DSP To SSP

Adobe and AppNexus plan to give marketers supply-chain transparency from the DSP to the SSP by partnering on a pilot program. Adobe Advertising Cloud will reveal all fees taken by the DSP, including the platform fee and any add-ons, as well as AppNexus’ bill to the publisher, which will help marketers track media dollars through the supply chain. AppNexus is betting that marketers will want to reallocate advertising spend toward partners that disclose all fees, as the exchange does, O’Kelley said. Source: adexchanger.com/platforms/adobe-appnexus-shed-light-fees-dsp-ssp/