What: Technology company AppNexus has announced a new partnership with mobile leader Shazam and the evolution of its partnership with Millennial Media.
Why it matters: As Its mobile business has grown more than 500 percent in the last year, based on ad spend, AppNexus aims to consolidate its programmatic mobile inventory. To make this happen it needs the help from supply partners like Millenial Media and now Shazam, to deliver that inventory.
AppNexus, the technology company that provides trading solutions and powers marketplaces for Internet advertising, is growing stronger in mobile. The company has announced a new partnership with mobile leader Shazam and the new developments in its partnership with Millennial Media during its second European Summit.
“AppNexus is a mobile company,” said AppNexus Chief Executive, Brian O’Kelley.”We have a long history in desktop and are still deeply committed to that medium, but mobile is where the industry is heading and we’ve placed a huge bet on that opportunity. Partnering with Millennial Media and Shazam validates us as the clear frontrunner in programmatic mobile, and the incredible increase in mobile volume and ad spend on our platform are further proof points.”
Today AppNexus is one of the largest source of programmatic mobile inventory. Its mobile business has grown more than 500 percent in the last year, based on ad spend.
The number of mobile-sized ads and campaigns targeted to mobile supply in the system has grown 10 times over in the last year, with 65,000 campaigns currently running through AppNexus, Magna Global reports. According to this study , 68% of mobile display was traded programmatically and it is estimated to rise to 88% by 2017.
To deliver premium high-quality mobile inventory to buyers Appnexus needs to work with supply partners such as Millenial Media and Shazam.
Millennial Media Exchange, a mobile exchange powered by the AppNexus platform, was launched in 2013.Its’ Executive Vice President, Global Sales & Operations, Mollie Spillman said: “We are very optimistic about the growth opportunity of the programmatic mobile market in EMEA. Our market research shows that EMEA provides a massive opportunity for our two companies to unlock demand in the region at an automated scale that no one can provide in the market today.”
Shazam, one of the world’s most-downloaded apps and a mobile-first premium publisher, is now leveraging AppNexus’s yield management and ad quality tools for monetization, brand protection and preventing channel conflict. This App is also purchasing through the AppNexus platform using first and third-party data segments for targeting.
“AppNexus has given Shazam the flexibility to manage our existing preferred partnerships with its industry-leading inventory controls and seamless integration with data providers, as well as work with new buyers who want to take advantage of our premium supply, ” said Shazam Senior Vice President, International Advertising Sales, Miles Lewis.