AppNexus has launched a new programme which it claims allows advertisers to say goodbye to the black box and use their data more effectively.
The ad tech company has today announced the launch of AppNexus Programmable Bidder (APB), enabling buyers to bring their own algorithms and plug them directly into the firms infrastructure.
Available to only a handful of clients, the product will eventually be opened up to all clients with their own data sets. Advertisers will set the parameters for the campaign, while AppNexus will manage bidding, reporting and engineering.
According to AppNexus co-founder Brian OKelley, this king of real-time algorithmic bidding with revolutionise marketing, but allowing advertisers to refine and adapt.
Speaking to M&M Global, Catherine Williams, chief data scientist at AppNexus, said the scheme offers a middle way for brands with data science processed in place, but without the funds to build their own bidding infrastructure.
[Advertisers] have either had to take their data to a third party and plug it into a black box, and the third party promise to use the data to get the best results, or build their own infrastructure, which is an enormous engineering and maintenance project, said Williams.
AppNexus Programmable Bidder offers is a middle way: marketers can use their data to build models around whatever insights they want. They can plug it into our commoditised infrastructure, and we will do the bidding, reporting and engineering necessary.
Williams said the product will appeal to those brands which have spent time collating customer data sets, with some amount of [in-house] expertise needed to manage campaigns.
It allows a lot of the granularity to be done in real time, without the advertiser losing control of their data, she said.
No information these marketer has needs to come on to our platform; it can stay entirely anonymised, so users privacy stays protected. The end user will be able to get much more targeted, high quality advertising from brands.
