Digital ad platform provider AppNexus launched its Bring Your Own Algorithm format to enable advertisers to have more freedom and control over creativity and finances.
AppNexus changed the online advertising game as they hand over the power to make pricing and innovative decisions to advertisers by enabling them to customize their algorithms. By offering this open platform for customers, the leading digital ad company removed the need to adjust well-planned campaigns just to fit the tech specifications and requirements of an existing web dashboard format.
"Until now, the technical challenges and financial costs of real-time bidding have prevented most buyers from investing in algorithms. By allowing data scientists to upload complex models directly into our scaled real-time bidding platform, we will finally see the industry take full advantage of the power of algorithms to maximize the impact of every ad impression," said AppNexus CEO Brian O'Kelley.
Tagged as the AppNexus Programmable Bidder, the new format is still the alpha phase, and is only accessible to a carefully selected list of customers. Chief data scientist for AppNexus Catherine Williams told VentureBeat that the initial test of the alpha software for the digital marketing efforts of an undisclosed client was a success.
Similar to what Apple recently did, AppNexus developed its own programming language and parser to analyze and interpret it. With this, advertisers can easily build their own algorithm and send it to AppNexus for translation and upload.
Williams said that AppNexus is pioneering this open-source Internet advertising platform, and is still yet to be developed to achieve its fullest potential.
The AppNexus team rhetorically asked in a statement published in the tech company's official blog, "Why, they ask, should they have to adjust those parameters and requirements to shoehorn them into the interface and controls of a third-party platform and its dashboard, or even submit them for the platform's staff to input and manage?"
