AppNexus debuts ‘App Marketplace’ for display ads

Ad technology firm AppNexus, has launched an ‘App Marketplace’ for the digital advertising industry.

The program, AppNexus Apps, allows ad technology providers to embed their functionality into the AppNexus user interface, providing a streamlined workflow for clients.
This tool allows buyers and sellers of online media to access the companies across the display ecosystem through a central location on the 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.”
www.appnexus.com