#reducedata

Here's what happened Appnexus Summit 2013 in NYC held earlier this month. 

Mobile Focus

Appnexus is focussing heavily on mobile in partnerships with Millennial Media (and jumptap, which has been acquired by Millennial). 

Ryan Christensen, VP, Product, presented the mobile accomplishments and announced that “general availability of AppNexus' mobile offering for buy-side clients, an update on the Millennial Media Exchange (MMX), new mobile volume statistics, and news that Netflix has selected AppNexus to power its mobile DSP”

Beta version that was launched 7 months ago is now available to the entire market and is currently working with few large ad networks.

The volume has drastically increased to 6 billion impressions from 150 million impressions back in Jan 2013. It is expected to rise as the company expands.

It has supported more than 60,000 campaigns and has more than 100 brands running mobile campaigns.

MMX (Millennial Media Exchange) launched in September, has expanded to European markets, Latin America and Asia. This partnership with Millennial will help AppNexus to extensively focus on mobile advertising going forward. 

How AppNexus Ensures Traffic Quality

Geir Magnusson, VP, Engineering, and Preethy Vaidyanathan, Senior Director, Product Management, repeated their goal for maintaining their standards of quality and zero tolerance policy for unacceptable activities on their platform.

Explaining the seven types of unacceptable activities, Magnusson added that AppNexus is combatting the activities with the help of Audit team, technical team and cutting edge technology.

What's Happening At Microsoft?  

Microsoft’s Esco Strong, Director, Digital Marketplace’s Strategy said in his blog, “First, I shared that Microsoft will begin to make inventory served via the Microsoft Windows 8.1 Advertising SDK available via the Microsoft Advertising Exchange in Q1 of 2014 via IAB ad formats and sizes”.

Outlook.com will start showing several ad ads and its inventory will be available through Microsoft Advertising Exchange which would help double the impression volume on the exchange.

Esco also announced that Microsoft Advertising Exchange will double its footprints geographically.

Improved RTB offering with AppNexus partnership on Mobile Advertising. Remember, Microsoft is an investor in Appnexus.

Appnexus Launches Tango - A social tool for bringing in interactions between buyers and sellers and to bring about efficiencies in buying. 

Tango was piloted in Europe and now is in general availability.

AppNexus Numbers

100M queries per day

About 26 % of inventory is rejected as invalid. 

$1B in ad revenue passing through its platform\

26 B impressions per day