Is Reliance On LiveRamp Scaring Ad Tech Vendors Out Of The Cross-Device Consortium?

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Remember that consortium led by LiveRamp, MediaMath and AppNexus to develop a cookie-based identifier that could be used consistently across the open exchange? While live tests are still set for October, ad tech vendors are hesitant to buy in due to LiveRamp’s exclusive role as a cross-device option. MediaMath is already out, said John Slocum,Continue reading »

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Mindshare, Jivox And AppNexus Launch Solution To Tie Programmatic With DCO

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Mindshare launched a service on Thursday designed to let programmatic planners automate targeting, which lets them create lots of segments quickly. The system, called ANNA, is still in beta and uses AppNexus’ demand-side platform (DSP) and a new API from dynamic creative optimization (DCO) platform Jivox. “Physically, you wouldn’t have time to sit in aContinue reading »

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AppNexus And Index Exchange Are The Header Bidding Leaders

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AppNexus and Index Exchange have the broadest adoption of their adapters and wrappers, according to the first-ever Header Bidding Index – a report from ServerBid, an Adzerk spinoff that builds wrappers for the demand side. Seventy percent of the top 1,000 publishers running programmatic advertising use header bidding, according to the report, which ServerBid createdContinue reading »

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How M&A Impacts The Remaining DSPs

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For the independent demand-side platform (DSP) market, it is the best of times, it is the worst of times. On the one hand, it’s unlikely any new scaled DSPs will enter the market. The costs to build a competitive platform – nine digits off the bat and another eight digits per year in operational costsContinue reading »

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At AppNexus, Buy Side Falls By The Wayside

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As its sell-side business takes off due to the success of its Prebid open source wrapper, AppNexus’ buy-side operation is treading water relative to rivals such as The Trade Desk. Now the company is considering downplaying it further. In recent months, AppNexus executives have pondered using parts of its buy-side business as a bargaining chipContinue reading »

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