Notes from AppNexus Summit

I went to the AppNexus Summit on Wednesday. Here are some notes if anyone wanted to attend but couldn't!

Introducing the AppNexus Programmable Platform / How We Built It

• AppNexus is first DSP to implement supply path optimization

• APP platform: programmable, transparent, focused on brand safety

• "Adaptive pacing:" able to pace each campaign with only 4 pieces of info (seems similar to our ACM)

• https://blog.appnexus.com/2017/data-driven-bidding-strategy/

At the Intersection of Fraud, Hate Speech, and Fake News

• Appnexus developing technology to detect fake news, hate speech, bot traffic, etc

• Covisitation technology: computes a similarity score for every domain on the platform based on the users sending impression requests (aimed at reducing bot traffic)

• Data science team can sniff out non-human traffic and alert affected publishers and advertisers by analyzing impression requests

• AppNexus monitors inventory and brand safety by controlling payments to advertisers, controlling which publishers are on the platform, and looking at every single bid request that gets sent to them

Cleaning Up the Supply Chain

• Points along the supply chain have varying levels of sophistication

• Fraudsters have entered the market because it's a lucrative space

• Main/easiest way of preventing is to be aware of circumstances - i.e. if you're paying $5 for preroll when it normally costs $35 (like buying a knockoff purse)

• Ads.txt has a 40% adoption - first step in cleaning up supply chain

• "Sunlight is the best disinfectant:" transparency is key

Maching Learning for What Purpose?

• New APP platform (Appnexus programmable platform) focuses on allocation, valuation, bidding, and creative

• Customizable middle layer that harnesses ML from the backend (similar to what spreadsheet functions allow you to do in excel)

The Strategic Trader

• The role has evolved from purely reactionary to more consultative

• Trader now adds value on top of programmatic execution: drives performance, generates insights, and communicates to the client

Building a Better Internet: Election 2017

• adnxs.com pixel

• Creating an Advertising ID Consortium to set a standard for cookies

• The advancing cross device technologies are a competitor to the walled gardens of FB/Instagram

The Future of Connected TV

• OTT TV = over the top TV, CTV = connected TV

• OTT sees better results for brand lift and eye tracking

• Now able to upload high quality video creatives through API

• Working on developing a universal standard for video creatives

• Tru Optik has come up with a proprietary household id to align cookies, device ids, and OTT/CTVs

• Able to use HH demographics for CTV targeting

• Able to advertise in 3D games and track in-game viewability