AppNexus Announces Full-Stack Technology Partnership With Wayfair Media Solutions

health, technology, internet, food and home concept - close up of woman reading morning news from tablet pc computer
SHARE
THIS



AppNexus, the world’s leading independent advertising technology company, today announced a commercial agreement with Wayfair, one of the world’s largest online destinations for home furnishings and décor.

Under the terms of the partnership, Wayfair Media Solutions, the division of Wayfair that connects suppliers and brand advertisers to Wayfair’s audience of millions of engaged consumers in search of everything home, will adopt the AppNexus Publisher Suite, a full-stack solution that enables publishers to maximize the value of their advertising inventory.

In addition, Wayfair will continue to leverage the AppNexus Programmable DSP, the industry’s only programmable platform designed for high-performance marketing, which it adopted in January 2015. The end-to-end technology partnership will enable Wayfair to execute a unified marketing and monetization strategy for its Media Solutions business.

By leveraging its data to build models that translate into bids and personalized messages, Wayfair can coordinate its proprietary digital campaigns across all channels and promote its media partners’ advertisements on Wayfair’s inventory and across the web.

“We are thrilled to grow our relationship with Wayfair, one of the smartest, most sophisticated marketers and publishers in e-commerce,” said Brian O’Kelley, co-founder and CEO, AppNexus. “Their marketing team is focused on leveraging data science to tailor the user experience, and we’ve worked closely with them to develop powerful, programmable products that give them a high degree of control, customizability, and transparency. We’re excited to partner with Wayfair Media Solutions to unify their marketing and monetization efforts on one intelligent platform.”

AppNexus enables e-commerce companies like Wayfair to increase their revenue in two ways: advertise to users to buy products on their owned and operated inventory and advertise to their users across the web on behalf of themselves and their media partners. Bringing these efforts together on one platform allows clients to use their data holistically to generate efficiencies and balance marketing and site monetization, which ultimately improves user experience and leverages ads as an extension of their storefront.

“As the Wayfair Media business rapidly expands beyond its supplier marketing roots to include life-stage and audience targeting for all types of advertisers, it was clear we needed a partner that shared our vision of collaboration. We chose AppNexus for their commitment to innovation and their ability to keep pace with our business,” said Frank Mulcahy, director of media solutions, Wayfair.

“AppNexus gives us full control with custom levers that support complex decision trees, delivers log-level data to analyze results, and integrates with our own proprietary platform, Magellan, to enhance the efficiency of display advertising campaigns through deeper insights into target audiences and real-time optimization. Now we’re able to close the data loop and combine the power of our buy-side operations with AppNexus’ unified publisher stack for a full, end-to-end solution.”

Wayfair is among the first digital partners to adopt both the AppNexus Publisher Suite and Programmable DSP. AppNexus’ Publisher Suite includes its Publisher Ad Server; Supply Side Platform (SSP); Yieldex Analytics, a market-leading suite of forecasting and analytics tools that enable publishers to increase revenue and yield; and audience extension with a 100 per cent cookie match, margin controls, and reporting. AppNexus’ Programmable DSP enables marketers to leverage the power of their data by using proprietary algorithms to achieve maximum performance and customized consumer engagement.

Please login with linkedin to comment

Latest News

BMW Social Media Campaign In Strife With The Ad Standards Bureau
  • Campaigns

BMW Social Media Campaign In Strife With The Ad Standards Bureau

A new BMW social media campaign, that appeared on YouTube and Instagram, has been banned by the Australian Advertising Standards Bureau (ASB). The ad, in German, features the brand’s new electric i3 vehicle in a drag race scenario with a Dodge Charger from the 60s. The premise being the BMW could outrun its rival to 60kph […]

by B&T Magazine

B&T Magazine
State Vs State: Which Aussies Travel The Most?
  • Marketing

State Vs State: Which Aussies Travel The Most?

Australians from NSW and the ACT take first place when it comes to travelling overseas, whereas Queenslanders are the keenest on domestic trips, according to new research from global online travel booking platform agoda. The Travel and Tech Study found those in NSW and ACT took an average of 4.8 trips in the last 12 […]

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)
  • Marketing
  • Media

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media. Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final. Just over 3.5 million people tuned in to watch the […]

by B&T Magazine

B&T Magazine
Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case
  • Media

Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case

West Indies cricketer Chris Gayle has told his Sydney defamation trial against Fairfax Media today that one of its journalists was out to “destroy” him following a series of articles in The Age that alleged he exposed his genitals to a female masseuse during the Cricket World Cup in Australia in 2015. In the NSW Supreme Court today, […]

by B&T Magazine

B&T Magazine
Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne
  • Advertising
  • Marketing

Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne

After successfully launching in Sydney and Brisbane in the past year, Mentor Walks has announced it is expanding to Melbourne with the help of some female industry leaders. How Mentor Walks works is through a small group of senior female executive leaders who agree that, when they are available, will be part of a monthly […]

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]