/// A closer look at the AppNexus real-time advertising technology
Talk NYC Original Perspective: AppNexus
As private marketplaces continue to grow in popularity among premium publishers, NYC-based AppNexus is in a great position to capitalize. The platform enables the buying and selling of ads in real time and includes yield management controls, optimization algorithms and brand and safety monitoring.
AppNexus technology is currently used by the likes of Microsoft Advertising Exchange, Collective and Technorati Media. Most recently, Yahoo is rumored to be in talks with AppNexus about creating a private marketplace that would exclusively contain Yahoo’s owned-and-operated inventory. This year AppNexus CEO Brian O’Kelley received the Ernst & Young Entrepreneur Of The Year Award in the Emerging category in New York for his company’s thriving platform.
Our take… O’Kelley has designed a platform that makes buying and selling display ads online an extremely efficient process, and private marketplaces will continue to expand with companies like Yahoo and Facebook eyeing the market.
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