The collaboration between AppNexus, the ANA, and its membership will entail joint research and education initiatives to equip marketers with guidelines to establish clear ownership of their data and apply it intelligently to meet their objectives. The initiative will encompass a series of events and materials to be produced by the ANA and AppNexus over the next year.
"It's no secret that programmatic advertising and data management have become key ingredients in the overall marketing mix," said ANA CEO Bob Liodice. "This new partnership is designed to give our members the tools they need to meet the challenges posed by this evolving and increasingly complex media ecosystem."
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 appnexus.com.
ABOUT THE ANA
The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA's membership includes nearly 1,000 companies with 15,000 brands that collectively spend or support more than $300 billion in marketing and advertising annually. The membership is comprised of more than 700 client-side marketers and nearly 250 Associate Members, which include leading agencies, law firms, suppliers, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit Advertising Educational Foundation (AEF), an ANA subsidiary. The AEF's mission is to enhance the understanding of advertising and marketing within the academic and marketing communities.
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