Tracker profile for AppNexus

Primary Location

United States (New York City) Bloomberg, 01

Website

https://www.appnexus.com

About

AppNexus offers services for auction-based and directly negotiated media campaigns across the Internet. According to CEO Brian O'Kelley, "the AppNexus platform" is "a single point where all key stakeholders in our ecosystem -- marketers, ad networks, demand side platforms (DSPs), agency networks, exchanges, inventory aggregators, third party data providers, and more -- connect with one another through a powerful technology platform" PR Newswire, 01.

Ownership

AppNexus

Documentation

https://wiki.appnexus.com/display/sdk/Integrate+the+SDK

Products and Services

For publishers:

Segments audiences
Uses data analytics to predict delivery risk (ie, delivery of ads)
Connects ads across devices
Run bidding ad processes AppsNexus, 01

For advertisers:

Harnesses machine learning for "targeted ads to tens of millions of users, spread out across billions of interconnected devices, all over the world"
Real-time data solutions
Services are used to "deliver intelligent and customized campaigns to hundreds of millions of consumers each day"
Provide over 100 data points at the (consumer) impression level AppNexus, 02
10 billion impressions transactions each day AppNexus, 03

Privacy Policy

Data use and sharing: "The AppNexus Platform allows clients to collect and use Platform data. The Platform ingests information provided by third-party sources to allow clients to use such data to target ads. To do this, clients and data providers may use ID synching to enable the use of this information through the Platform."

"... The Platform enables AppNexus's clients to collect, buy, and sell data and to use Platform Data to buy and sell online advertising. Sometime AppNexus staff give "hands-on" help to clients using the Platform for these purposes, for example by configuring advertising campaigns for clients to best meet their objectives."

"... The AppNexus Platform allows clients to provide and share Platform Data with each other. Clients also have access to their Platform Data that they collect, acquire, or use on the Platform, and may remove it from the Platform for their own use. AppNexus may provide Platform Data to service providers in order to provide, operate, manage, maintain, and enhance AppNexus' services. AppNexus may provide, or enable others to collect, information for purposes of protecting the safety and security of the online ecosystem, including to detect and prevent malicious activity or fake traffic. AppNexus may also disclose such information in the event we reasonably suspect malicious activity or fake traffic or when we reasonably believe it is required by law, subpoena or other legal process, including to meet national security or law enforcement requirements. AppNexus may also share aggregated data derived from the Platform, including, for example, statistics about Platform activity. Finally, we may transfer Platform Data to a successor entity in connection with a corporate merger, consolidation, sale of assets, bankruptcy, or other corporate change."

Precise location data collection: "The Platform may ingest Precise Location Information when, for example, an app makes such information available through the Platform."

PII: "AppNexus does not collect, use, or allow its clients to transfer to or use on the Platform, data that, by itself, directly identifies an individual, such as name, address, phone number, email address, or government identifier. We also prohibit certain categories of sensitive data from being collected, used, or transferred on the Platform."

Opt-Out: In browsers, AppNexus offers an opt-out web browser cookie to opt out of interest-based advertising. On mobile, AppNexus lists an opt-out option through general device settings in Android and iOS. In Android, the setting is "Opt out of Interest-Based Ads". To stop location collection, AppNexus tells users to either change the preferences on their device or adjust settings in individual apps.

Data Retention: AppNexus retains data according to "industry standards". "Platform Data is stored using generally accepted security standards. It is usually aggregated or deleted within 30-60 days, but may be retained in the Platform for up to 18 months from the date of collection before aggregation or deletion. Aggregated data is used for reporting and analysis, and may be stored in the Platform for up to 2 additional years. When clients remove their data from the Platform, their storage and retention of data is governed by their own privacy policies and applicable laws, rules, or regulations."

Regulation: AppNexus supports industry self-regulation, and is "a member in good standing of the Network Advertising Initiative (NAI), and adheres to the NAI Code of Conduct for Web and Mobile" AppNexus, 04.

Relationships

Clients: Affiperf / Air France / Hearst / MEDIA.figaro / The Guardian / Wayfair AppNexus, 03 / Underdog Media / Liftoff / Advance Digital / USA Today / Xaxis / Accuen / Bloomberg / Defy Media / Dow Jones / Spectrum Platform Company / District M / BannerConnect / Hitch Digital / ESPN / Fox News / Saavn AppNexus, 05

Details

History: AppNexus is "Founded and managed by the pioneers of the Web's original and most successful ad exchanges at Yahoo!'s Right Media and Google's DoubleClick" PR Newswire, 01. AppNexus claims to be "The world's largest independent digital marketplace" AppsNexus, 01.

Collection Methods: "The Platform uses cookies, beacons, tags, mobile SDKs, and in some cases non-cookie technologies, to collect Platform Data associated with particular web browsers or devices" AppNexus, 04.

AppNexus Platform Data Uses:

Interest-based advertising (To opt out of interest-based advertising on the Platform, go to the "What are your choices?" section below.)
Limiting the number of times a user sees a particular ad
Showing ads in a particular sequence
Customizing ads to a particular location
Showing ads related to the content of the web page on which they are shown
Determining how users respond to ads
Reporting aggregated statistics regarding, for example, the effectiveness of online advertising campaigns
The Platform may use Platform Data for cross-device mapping in order to serve or measure advertising on related devices on behalf of our clients
Typically, companies using technology like the AppNexus Platform own the data that they provide to and get from the Platform. While the AppNexus Platform is designed to use only certain types of data, and Platform clients are prohibited from bringing data onto the Platform that directly identifies an individual, when clients remove their data from the Platform, their use of that data is governed by their own privacy policies and applicable laws, rules, or regulations AppNexus, 04.

References

AppNexus, 01. https://www.appnexus.com/en/publishers
AppNexus, 02. https://www.appnexus.com/en/buyers
AppNexus, 03. https://www.appnexus.com/en
AppNexus, 04. https://www.appnexus.com/en/company/platform-privacy-policy#choices
AppNexus, 05. https://www.appnexus.com/en/customer-stories
Bloomberg, 01. https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=48973441
PR Newswire, 01. https://www.prnewswire.com/news-releases/appnexus-officially-launches-ad-platform-fueling-the-real-time-bidding-revolution-in-display-advertising-87460287.html

External Links

Wikipedia (AppNexus): https://en.wikipedia.org/wiki/AppNexus
AppBrain: https://www.appbrain.com/dev/AppNexus/