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THE APPNEXUS ADVANTAGE THE CLIENT PROFILE >> Performance-based ad network >> Manages 3 billion ad impressions monthly
THE APPNEXUS SOLUTION >> Best-in-breed optimization and ad serving capabilities to generate incremental profit
THE PROBLEM
A performance-based advertising network managing three billion impressions monthly wanted to substantially increase the profitability of their campaigns through advanced optimization. After a thorough screening of AppNexus’ technology architecture, optimization and teams, the ad network decided to run an initial campaign to gauge the effectiveness of AppNexus’ optimization in increasing their profits before migrating all of their advertisers to the AppNexus platform.
THE INITIAL CAMPAIGN
The AppNexus team worked with the ad network to create the initial, two-week campaign. Concurrently, they mirrored the campaign setup in their former ad serving platform to scientifically gauge improvements in profit through the AppNexus platform. The initial campaign was conducted using identical frequency caps, geographic targets, and bidding strategies. The campaigns ran with the same two advertisers, creatives and offers, and targeted the same four publishers. Factors due to seasonality were eliminated, as the campaigns ran simultaneously on both platforms for two weeks during November 26th to December 7th. During the test, the AppNexus’ optimization algorithms ran “out of the box” without any back-end adjustments or customization.
THE RESULTS
For both campaigns the data showed that AppNexus’ ad serving infrastructure and optimization algorithms helped the ad network increase their profit by 30-33% over the performance of their previous ad server. How Did AppNexus’ Built-in Optimization Generate Significant Increases in Profit? AppNexus’ optimization is centered around: >> “Learn” Testing Methodology – testing of different offers against each publisher systematically to determine how successful the offer will be (initially based on creative size of the placement, and then zeroing in on a variety of other factors) >> Cadence Modifier – modeling of historical information, including how frequency and recency affect a user’s likelihood to click and convert ©2010 AppNexus, Inc. All Rights Reserved. I Confidential
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In addition to the technology advantages baked into the AppNexus platform, AppNexus assigned a dedicated, cross-functional team to understand the network’s concerns from both a business and technology standpoint. The team included an Account Manager to understand the network’s business needs, an Implementation Consultant to ensure seamless technical integration, and a full Optimization team to explain how AppNexus’ proprietary algorithms increase network margins, no matter the optimization goal.
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THE APPNEXUS ADVANTAGE Having a stable and scalable ad server for directly managed inventory is a key driver for success for any ad network. With the AppNexus platform, the ad network was able to show an immediate increase in profitability for their directly managed inventory. This success came from the technology advantages of AppNexus along with a world-class team that worked with the network every step of the way to ensure they were maximizing AppNexus’ technology capabilities. With this combination of world-class optimization and a dedicated account team, the network was confident in their decision to move their longstanding server of record relationship to AppNexus.
ABOUT APPNEXUS AppNexus empowers sophisticated companies to build, manage and optimize their entire display advertising businesses and provides single-point integration to the largest sources of inventory, including the major aggregators and exchanges. AppNexus offers a comprehensive suite of core infrastructure and ad technology capabilities including data management, optimization, APIs, financial clearing and support for directly negotiated media campaigns. AppNexus clients benefit from an organization dedicated to developing innovative products supported by a scalable technology infrastructure. ©2010 AppNexus, Inc. All Rights Reserved. I Confidential
