Adtech company AppNexus has joined the likes of Facebook and Google and signed a strategic partnership with the ANA (Association of National Advertisers) to help its members understand how marketers are using their first-party data and how they can better leverage it.
The collaboration between AppNexus, the ANA, and its membership will entail joint research and education initiatives to equip marketers with guidelines to establish clear ownership of their data and apply it intelligently to meet their objectives.
Michael Rubenstein, president, AppNexus said: "We're living in an era of data-driven advertising, where marketers can use new technologies to connect with audiences more efficiently than ever. AppNexus is delighted to partner with the ANA and its members to help understand and unlock the opportunities these new technologies provide.”
The initiative will encompass a series of events and materials to be produced by the ANA and AppNexus over the next year.
ANA's CEO Bob Liodice added: “It’s no secret that programmatic advertising and data management have become key ingredients in the overall marketing mix. This new partnership is designed to give our members the tools they need to meet the challenges posed by this evolving and increasingly complex media ecosystem.”