AppNexus invites Brands to 'Bring their Own Algorithm' for New Bidder Product

AppNexus has launched a new programme which it claims allows advertisers to say “goodbye to the black box” and use their data more effectively.

The ad tech company has today announced the launch of AppNexus Programmable Bidder (APB), enabling buyers to “bring their own algorithms” and plug them directly into the firm’s infrastructure.

Available to only a handful of clients, the product will eventually be opened up to all clients with their own data sets. Advertisers will set the parameters for the campaign, while AppNexus will manage bidding, reporting and engineering.

According to AppNexus co-founder Brian O’Kelley, this king of “real-time algorithmic bidding” with “revolutionise” marketing, but allowing advertisers to “refine and adapt”.

Speaking to M&M Global, Catherine Williams, chief data scientist at AppNexus, said the scheme offers a “middle way” for brands with data science processed in place, but without the funds to build their own bidding infrastructure.

“[Advertisers] have either had to take their data to a third party and plug it into a black box, and the third party promise to use the data to get the best results, or build their own infrastructure, which is an enormous engineering and maintenance project,” said Williams.

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