Websites using Appnexus

Okay, let s break down AppNexus, covering its overview, revenue, alternatives, pricing, and customer care.

AppNexus Overview

AppNexus, now part of Xandr (which itself is owned by Microsoft), was a prominent independent ad tech platform focusing on programmatic advertising. It provided a range of tools and services to both publishers and advertisers, aiming to facilitate the buying and selling of digital ad inventory in a more efficient and transparent way.

Here s a breakdown of key aspects:

• Core Functionality:
  • Supply-Side Platform (SSP): AppNexus allowed publishers to manage their ad inventory, set pricing rules, and connect to multiple demand sources.
  • Demand-Side Platform (DSP): Advertisers could use the DSP to bid on ad impressions across various publishers, targeting specific audiences.
  • Ad Exchange: It operated a large-scale ad exchange where buyers and sellers could transact in real-time.
  • Data Management Platform (DMP): Provided tools for managing and utilizing audience data for better targeting.
• Key Features:
  • Real-Time Bidding (RTB): Enabled programmatic buying and selling through auctions in real-time.
  • Header Bidding (Prebid): Supported header bidding implementations for publishers to increase their yield.
  • Transparency & Control: A focus on providing more transparency and control over the programmatic buying and selling process.
• Target Audience:
  • Large Publishers: News websites, content platforms, and other high-volume inventory providers.
  • Large Agencies & Advertisers: Brands and agencies that are looking for scalable and efficient programmatic solutions.
  • Ad Tech Companies: Integrators looking to use AppNexus technology as part of their overall offering.
• Acquisition by Xandr:
  • AppNexus was acquired by AT&T in 2018 and became the foundation of their advertising division, Xandr.
  • In 2021, Microsoft acquired Xandr, integrating it into their broader advertising solutions.
• Current Status: The AppNexus brand is no longer independently used in the market, and the technology is now integrated under the Xandr banner and is part of the Microsoft Advertising platform.

Revenue (Historical Perspective - Pre-Acquisition)

It s important to note that AppNexus s revenue is not publicly available since its acquisition. However, prior to being acquired by AT&T, AppNexus was known as one of the biggest and most important independent AdTech companies. It had substantial revenue in the hundreds of millions of dollars annually. They generated revenue by taking a percentage of transaction fees in their exchange, DSP, and SSP services.

Alternatives to AppNexus (or Xandr/Microsoft Advertising Today)

Since AppNexus is now part of a larger ecosystem (Xandr/Microsoft Advertising), here are alternatives that offer similar core functionalities. These can be grouped into:

• Other Major Ad Tech Platforms/DSPs:
  • Google Ads: The dominant player, offering a DSP, SSP, and exchange with massive scale and inventory reach.
  • The Trade Desk: A well-regarded DSP known for its transparency, targeting, and omnichannel capabilities.
  • MediaMath: Another independent DSP with a focus on advanced data management and targeting.
  • Amazon DSP: Offers access to Amazon s ecosystem of data and advertising inventory.
  • Adobe Advertising Cloud: A part of Adobe s suite, providing an integrated advertising solution.
• Supply-Side Platforms (SSPs):
  • Magnite (formerly Rubicon Project and Telaria): A prominent SSP known for its publisher-side technology.
  • OpenX: Another well-known SSP with advanced features for publishers.
  • PubMatic: An SSP focused on automation and audience management.
  • Index Exchange: Another large exchange focusing on premium supply.
• Header Bidding Solutions:
  • Prebid.org: The most popular open-source header bidding solution.
• Data Management Platforms (DMPs):
  • Lotame: Focuses on data enrichment and audience insights.
  • Oracle Data Cloud: Provides data solutions for targeting and segmentation.

Pricing

• AppNexus (Historically): Pricing was typically based on a combination of:

  • Transaction fees: Percentage of media spend or revenue generated.
  • Data fees: Fees associated with using data services.
  • Platform usage fees: Potentially for certain advanced features or integrations.
  • Specific pricing was usually negotiated directly between AppNexus and clients based on volume and specific needs.

• Alternatives: Pricing for alternatives also varies widely:

  • DSPs: Usually involve a percentage of media spend with possible platform and data costs.
  • SSPs: Publishers usually pay a small percentage of the ad revenue they earn on the platform.
  • DMPs: Priced based on data volume, usage, and features.

Note: Because the market has consolidated, pricing with Microsoft Xandr is similar, a combination of transaction and volume-based. Also, since the landscape shifts frequently, and prices are often custom negotiated, it s essential to request direct pricing quotes from each provider.

Customer Care Details

• AppNexus (Historically): AppNexus offered a dedicated customer success team. Large clients usually had direct account managers.
• Xandr/Microsoft Advertising:
  • Microsoft Advertising generally provides customer support via online documentation, email, phone, and dedicated account teams for larger advertisers. The level of support depends on the service package and client relationship.
  • Customer care often involves technical support and assistance with platform setup and campaign management.

Key Takeaways

• AppNexus was a leader in independent ad tech, now part of Xandr/Microsoft Advertising.
• It provided a comprehensive suite of tools for publishers and advertisers.
• Alternatives exist in the form of other DSPs, SSPs, header bidding solutions, and DMPs.
• Pricing varies across platforms and is often customized.
• Customer care is usually provided through various channels (online, email, phone, account teams).

Recommendations

• For businesses evaluating alternatives:
  • Consider your specific needs (inventory reach, targeting capabilities, data requirements, support needs)
  • Request demos and pricing quotes from different providers
  • Test different platforms with smaller campaigns to assess performance
• For companies currently using Xandr (formerly AppNexus), they should work closely with their Microsoft account team for any assistance.

Let me know if you have any more questions!