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AppNexus Announces Groundbreaking 'App Marketplace' for Digital Ad Industry Important step to unify the fragmented and complex landscape of the display space for buyers and sellers

NEW YORK, Nov. 10, 2011 /PRNewswire/ -- AppNexus, the world leader in real-time advertising technology, today launched a groundbreaking  'App Marketplace' for the digital advertising industry, establishing AppNexus as the one truly open ad tech platform for both buyers and sellers. The program, known as AppNexus Apps, allows ad technology providers to embed their functionality into the AppNexus user interface, providing a never-before-seen streamlined workflow for clients.  This powerful innovation allows the world's largest buyers and sellers of online media to access the benefits of many companies across the vast display ecosystem through a central location -- AppNexus Console.  

Inaugural AppNexus Apps providers include behavioral and contextual data leaders Brilig, eXelate, Lotame, Proximic, uKnow and TARGUSinfo, a Neustar company, as well as privacy enablement vendors Evidon and TRUSTe.  AppNexus Apps from BlueKai, Peer39, Crystal Semantics and CPX Interactive are expected to launch shortly and plans are in the works for apps from rich media vendors and other providers.  In addition, AppNexus clients will be able to create apps for their own use.

Mike Nolet, AppNexus CTO and co-founder, and Ari Paparo, SVP of Product, announced the AppNexus App Marketplace at the semi-annual AppNexus Summit at The Times Center in New York to over 400 clients and partners, emphasizing the open nature of the AppNexus platform and their goal of ushering in a new era of unification in the display ad space.

"AppNexus has a long history of partnering with the best technology providers in the industry. Now, our App Marketplace will allow these companies to customize their integration into the AppNexus experience, giving them access to our worldwide base of hundreds of AppNexus Console users," said Paparo. "Our goal with this App Marketplace is to present ad tech providers with a new avenue for developing their business that allows them to focus on what they do best -- creating innovative ad technology -- rather than distribution of their offerings."

There is a proliferation of innovation in the digital advertising ecosystem that can provide additional yield to buyers and sellers, but accessing numerous offerings in disparate systems can be cumbersome and inefficient. With AppNexus Apps, clients can leverage in a centralized location numerous pre-integrated applications within AppNexus Console. This program serves to consolidate workflow, leverage innovative new technologies and services, and provide a simple single source location to access other sources to drive revenue and cut costs.

"The AppNexus Apps approach allows us to give our mutual customers the full power of Lotame's audience and data management technology and unique insights engine, while still integrating deeply into the customer's AppNexus workflow experience," said Andy Monfried, CEO of Lotame. "The App Marketplace will give us the ability to innovate and differentiate our DMP technology and it will also give us access to AppNexus' worldwide base of customers who leverage their RTB platform." 

"AppNexus' goal has always been to link together the complex map of companies in the ad technology industry and to help further online advertising innovation, and I'm thrilled we're connecting the final piece of the puzzle," said Mike Nolet, AppNexus CTO and co-founder. "AppNexus Apps is a huge step forward for the entire industry and we're looking forward to playing an important role in helping to evolve this vibrant ecosystem."

AppNexus Apps are available immediately to all AppNexus Console customers.  Developers can apply to the program at appnexus.com/apps.

About AppNexus

AppNexus is the world leader in real-time advertising technology, serving the largest and most innovative buyers and sellers of online advertising, including Microsoft Advertising Exchange, Collective and Technorati Media.  Led by the pioneers of the Web's original ad exchanges at Yahoo!'s Right Media and Google's DoubleClick, AppNexus offers the industry's most advanced technology platform that empowers companies to build, manage and optimize their entire online advertising businesses.  Based in New York City, AppNexus is backed by an outstanding group of investors including Microsoft, Venrock, Kodiak Venture Partners, First Round Capital, Marc Andreessen, Ben Horowitz and Ron Conway.  For more information, visit www.appnexus.com.

SOURCE AppNexus



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