PARIS and NEW YORK, May 3, 2017 /PRNewswire/ -- AppNexus, the world's leading independent advertising technology company, today announced that it will introduce major policy changes governing access to and the use of data through its technology stack, and commit investments in its European data center infrastructure in its drive toward compliance with the European Union's General Data Protection Regulation (GDPR), which takes effect in May 2018. The company also committed to working with partners to build tools that meet GDPR's enhanced transparency, access and choice requirements, in addition to the current ePrivacy Directive's consent requirement and the proposed ePrivacy Regulation.
"GDPR is a coming reality, and companies that don't prepare for it will find themselves locked out of European markets," said Brian O'Kelley, CEO of AppNexus. "AppNexus believes in the fundamental goals of the GDPR. We are deeply committed to working with regulators as we help marketers engage consumers with relevant and preserve the fundamental right of our clients' end users to the protection of their personal data."
As part of its initiative, AppNexus will review the list of partners with whom it works, either directly or through its customer relationships, and will impose enhanced requirements governing the use of data on and off of its technology stack. The company will discontinue work with partners that cannot or will not comply with such requirements. AppNexus also plans to expand its European data center architecture to ensure that data originating in Europe stays in Europe.
"While many details about GDPR remain to be determined, there are important steps that companies can take now to drive toward compliance in 2018," said Julia Shullman, Deputy General Counsel, Privacy, for AppNexus. "That includes, among other things, ensuring best practices around data minimization and security. It also means working closely with partners to build tools that meet GDPR's enhanced transparency, access and choice requirements and continuing to participate in the dialogue on the proposed ePrivacy Regulation."
Because AppNexus' enterprise products and marketplace sit on top of a unified technology platform, the company believes that it is uniquely able to control and guard the flow and use of data on its technology stack. AppNexus also enjoys direct relationships with some of Europe's largest digital publishers, further enabling safer paths between buyers and sellers in its marketplace.
"GDPR will change the way that internet companies do business in Europe," O'Kelley continued. "Advertising is the power source of the open internet. It's incumbent upon all digital publishers and advertisers to work with technology companies that take privacy seriously."
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. For more information, follow us at @AppNexus or visit us at appnexus.com.