AppNexus signed over 260 new publisher deals in 2016, adding News UK, Mashable, Times of India, Match Group and Slate to its business.
According to an announcement, a slew of new agreements in Asia show that the publisher market is starting to understand the value of programmatic, particularly in key markets such as India.
Sonal Patel, managing director of AppNexus Asia, said of the agreements: “We’ve seen a surge of activity in APAC as the market is starting to understand the value of programmatic and publishers are realising the impact of our platform through our header bidding solution.”
Speaking to The Drum last year, Patel said advertisers and publishers in APAC were starting to move further into using automated processes around online advertising.
“India has become an even stronger market for us and publishers there are focusing much more on a cohesive yield monetisation strategy and being innovative in managing sales channel conflicts. We are also seeing more demand flow directly through our platform and publishers are realising the value of our demand platform,” she added.
Globally, the number of new deals totaled 260, which AppNexus president Michael Rubenstein said presented a growth in publishers understanding the need to regain a balance against internet heavies Google and Facebook.
“We’re proud to be the leading monetization partner for the world’s independent publishers. In an environment where just two media companies – Facebook and Google – command over half of incremental digital advertising dollars, it’s critically important that publishers regain parity by harnessing the power of machine learning and transacting in an open and transparent advertising marketplace. That’s where AppNexus fits in,” he said.
The positive growth in publisher partnerships will be useful for the company, which is expected to IPO within the first two quarters of this year. AppNexus filed a confidential papers for an IPO late last year, after it announced the laying-off of around 150 staff globally.