Ad tech company AppNexus has launched the ‘industry’s first’ programmable demand side platform (DSP) which uses machine learning to prevent fraud, ensure brand safety and help traders execute strategies.
The AppNexus Programmable Platform (APP) aims to offer greater efficiency in campaign setup, management, calibration, and optimisation. It also includes identity and attribution capabilities for people-based advertising, and enables traders to buy views rather than impressions.
APP provides deterministic cross-device capabilities for people-based targeting and enables a ‘viewable-only’ buying mode. In addition, it offers a built-in supply path optimisation, which charts the most efficient path to supply when traders are operating Open RTB.
“Most demand side platforms today don’t fundamentally differ from the DSPs that were built during the first decade of programmatic, and that’s obviously a problem,” said Brian O’Kelley, CEO, AppNexus. “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. 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.”
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