AppNexus unveils 'programmable' demand-side platform
After three years of research, AppNexus has unveiled what it has called the world's first programmable demand-side platform. The AppNexus Programmable Platform (APP) features machine learning capability, with beta testers including Xasis, OMD and WPP-owned Greenhouse Group. The latter firm said APP, set to be ready for 2019 campaigns, demonstrated a 73% reduction in trade times alongside a 13% improvement in performance. Rocket Fuel and IBM have both also launched artificial intelligence-powered advertising platforms.

AppNexus is adding machine learning to its ad-buying software, making the company the newest in a series of ad-tech firms to add artificial intelligence to its platform.

Today, the company is debuting what it says is the first programmable demand side platform, which could help media buyers manage and customize their campaigns. The AppNexus Programmable Platform (APP)—which launches after three years of research involving more than 200 buy-side engineers, data scientists and developers—will be ready for 2018 campaigns.

So