Ad Tech

Update: Tech Consortium Launched by AppNexus

While the rest of the ad tech world awaits the announcement of AppNexus’ IPO release date, we decided to check back in on the New York-based firm. Originally, it was predicted AppNexus would go public by Q2 2017, but they have yet to be listed on public markets. They did however recently launch their open source tech consortium called prebid.org.

We covered the buzz about the tech consortium between AppNexus, LiveRamp, and MediaMath back in May. Index Exchange, Rocketfuel, Live Inent and Open X are also collaborating to create a strong alliance against the ad tech duopoly held between Google and Facebook. These tech companies are forging an alliance within an industry that AppNexus President Michael Rubenstein has labeled as “broken”. The overall goal for these companies through the consortium is to bring transparency and economic efficiency to publishers, and to present engaging and relevant content to internet users. Very much in line with our mission at OAREX as well.

In late June, Tech Insider spoke with Rubenstein to discuss IPO updates. Although that particular conversation was dismissed, he did share that AppNexus works closely with and has a “deep relationship” with Facebook and Google. While they may be rivals, the ad tech giants actually benefit from AppNexus’ efforts considering antitrust authorities may scrutinize their business activities due to their control in the market place.

Interestingly enough, Google has the chance to thrive whether or not the consortium presents new challenges. They are actively trying to please their clients and not push them to seek a third option like AppNexus through features like ad blocking. We are inspired by AppNexus Chief Strategy Officer Keith Petri who, like us, loves seeing “…leading companies bonding together to address an industry-wide problem which cannot and will not be solved without collaboration.” We look forward to seeing what opportunities the consortium will present publishers.

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