AppNexus, the world’s leading independent advertising technology company, announced that it provided the key systems to enable Microsoft to bring its advertising sales 100% programmatic in ten European markets (Austria, Belgium, Switzerland, Denmark, Finland, Ireland, Netherlands, Norway, Portugal, and Sweden) as of October 1. The company further announced the formation of the Supply Evangelism Team (SET), a new group tasked with differentiating Microsoft’s inventory and bringing it to market 100% programmatically through a combination of demand outreach, education, and enablement. The group, which launched its efforts earlier this month, is led by Denmark-based industry veteran Ulrik Krag Morell and includes programmatic thought leaders from major publishers throughout the covered markets.
“This is a major milestone for the longstanding global Microsoft/AppNexus partnership,” said Michael Rubenstein, President of AppNexus. “A leading publisher going 100% programmatic in key markets also signifies that our entire industry has reached a programmatic tipping point. We are eager to build on this success and lead the way for publishers who are trying to leverage technology to drive innovation, efficiency, and strategic advantage over slower movers.”
The market opportunity for publishers like Microsoft is significant: a recent forecast by Magna Global and Cowen & Company identified programmatic as the fastest-growing portion of digital advertising, which in turn is the fastest-growing subset of the world’s overall advertising budget.
The SET team, which powers this effort for Microsoft, will work closely with demand partners to identify programmatic channels and settings most appropriate to meet advertiser goals on Microsoft’s premium publisher properties, including Outlook, Skype, MSN, and Xbox.
“We value our long standing relationship with AppNexus and our technology partnership that is simplifying the buying process for our customers,” said Barry Dougan, VP Global Display, Microsoft Advertising.
“AppNexus SET is powering a whole new approach for Microsoft,” added Rubenstein. “It doesn’t require a sales team of hundreds to capture the efficiency and power of the AppNexus technology platform. This is about evangelizing the marriage of data-driven campaigns with high-quality inventory and audience building.”
AppNexus is a technology company that provides trading solutions and powers marketplaces for Internet advertising. Its open, unified, and powerful programmatic platform empowers customers to more effectively buy and sell media, allowing them to innovate, differentiate, and transform their businesses. As the world’s leading independent ad tech company, AppNexus is led by the pioneers of the web’s original ad exchanges. Headquartered in New York City with 23 global offices, AppNexus employs more than 1000 of the brightest minds in advertising and technology who believe that advertising powers the Internet. For more information, follow us at @AppNexus or visit us at www.AppNexus.com