Ad tech company AppNexus has just rolled out the first programmable demand side platform (DSP). The AppNexus Programmable Platform (APP) employs machine learning to speed up the campaign setup process, management as well as optimization process. APP also includes attribution features that let marketers buy views rather than impressions.
Brian O’Kelley, CEO, AppNexus, explains:
“Most demand side platforms today don’t fundamentally differ from the DSPs that were built during the first decade of programmatic, and that’s obviously a problem. The next generation of DSPs should leverage machine learning to more efficiently manage an ever-larger number of campaign variables, minimize manual intervention, and deliver superior optimization tied to marketer KPIs. With APP, the world’s first and only programmable DSP, traders can spend less time on setup and delivery and more time strategizing on the intuitive, creative aspects of advertising that change a person’s perception of a brand.”
AppNexus took three years to trial the new APP and perfect its functions. O’Kelley admits that the company was a little quiet when it comes to the buy-side and that’s because they’ve taken their time to build the DSP.
“In the same way that we reinvented the ad server, we’ve reinvented the DSP,” he says.
The new APP has been tested to take traders 73% less time, and delivers 13% improved performance compared to manual line items.
The APP also features deterministic cross-device functionalities for audience targeting. It comes with Supply Path Optimization which plans more efficient paths to supply when traders are operating Open RTB, which is a capability of header bidding.
In addition, APP comes with automatic bid price optimization which means that buyers can win auctions at market price.
“Legacy SSPs have experienced rapid attenuation in recent months, and we expect DSPs to follow a similar path toward commoditization and obsolescence,” adds O’Kelley. “We were determined to reinvent the DSP, and we built a new product from the ground up that transforms the role of the trader. There aren’t enough hours in the day to perform the same calibrations and interventions manually, and APP allows the professional trader to get closer to strategy.”
Right now, APP is available in closed beta and will be showcased that the Summit: The Future of Trading in New York on November 8.