AppNexus enables e-commerce companies like Wayfair to increase their revenue in two ways: advertise to users to buy products on their owned and operated inventory and advertise to their users across the web on behalf of themselves and their media partners. Bringing these efforts together on one platform allows clients to use their data holistically to generate efficiencies and balance marketing and site monetization, which ultimately improves user experience and leverages ads as an extension of their storefront.
"As the Wayfair Media business rapidly expands beyond its supplier marketing roots to include life-stage and audience targeting for all types of advertisers, it was clear we needed a partner that shared our vision of collaboration. We chose AppNexus for their commitment to innovation and their ability to keep pace with our business," said Frank Mulcahy, Director of Media Solutions, Wayfair. "AppNexus gives us full control with custom levers that support complex decision trees, delivers log-level data to analyze results, and integrates with our own proprietary platform, Magellan, to enhance the efficiency of display advertising campaigns through deeper insights into target audiences and real-time optimization. Now we're able to close the data loop and combine the power of our buy-side operations with AppNexus' unified publisher stack for a full, end-to-end solution."
Wayfair is among the first digital partners to adopt both the AppNexus Publisher Suite and Programmable DSP. AppNexus' Publisher Suite includes its Publisher Ad Server; Supply Side Platform (SSP); Yieldex Analytics, a market-leading suite of forecasting and analytics tools that enable publishers to increase revenue and yield; and audience extension with a 100% cookie match, margin controls, and reporting. AppNexus' Programmable DSP enables marketers to leverage the power of their data by using proprietary algorithms to achieve maximum performance and customized consumer engagement.
AppNexus is an internet technology company that enables and optimizes the real-time sale and purchase of digital advertising. Our powerful, real-time decisioning platform supports core products that enable publishers to maximize yield; and marketers and agencies to harness data and machine learning to deliver intelligent and customized campaigns. Headquartered in New York City, AppNexus employs over 1000 professionals in offices spanning five continents. For more information, follow us at @AppNexus or visit us at https://www.appnexus.com/en
ABOUT WAYFAIR MEDIA SOLUTIONS
Wayfair Media Solutions is a division of Wayfair, one of the world's largest online destinations for the home market. The Wayfair Media team works with brands and agencies to help marketers deliver their message to an audience of more than 30 million home and décor enthusiasts. Wayfair Media allows advertisers to capture "Her" attention with rich, engaging content that complements the shopping experience and utilizes exclusive first party data.
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