AppNexus to Scoop Direct Deal Ad Dollars With Twixt
New York-based real-time ad platform AppNexus launched a new software called Twixt. This product simplifies ad negotiations.
New York-based real-time ad platform AppNexus launched a new software called Twixt. This product simplifies ad negotiations.
Real-time ad platform AppNexus has launched Twixt, a programmatic solution that aims to streamline the negotiation that happens prior to the execution of a digital ad buy.
Traditionally, digital ads are planned and transacted via email and phone, and processed with Excel and Word, which is time-consuming. Twixt enables ad buyers and sellers to conduct the whole process within a single system, from the initial request for proposal (RFP) to the final decision.
This is how Twixt works: When an ad buyer sends out RFPs through Twixt to a select number of ad sellers, each seller in that group will receive an email, with a link to the buyer’s RFP. They then have access to the system and send back their responses to the buyer. At the end of the process, the buyer can pick up a plan based on their needs, and export a final version of the negotiated plan into an Excel spreadsheet, formatted to work with another system. At the same time, the system stores information for the publishers, including ad specs and past proposal responses, so that sellers can track orders.
So far, Twixt is free, but in the future AppNexus could connect the software to ad servers and charge a percentage of dollars that go through the service.
AppNexus has a strong track record in handling the automation of Web display ads. It was the first exchange to offer real-time bidding, and eBay was its first customer. In late 2009, the company hired Michael Rubenstein, the head of Google’s exchange at the time, to be its president. In October 2010, Microsoft invested $50 million into AppNexus, and started selling its ad space via this real-time bidding platform.
The New York-based tech start-up is backed by $141 million in venture capital funding, and is expected to be valued at more than $1 billion. Prior to the launch of Twixt, AppNexus hired a new chief financial officer/chief operating officer Jonathan Hsu, indicating the company is preparing for an IPO.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn the dynamic landscape of digital marketing, Snapchat's innovative 7/0 optimisation window is redefining the game, but how does this impact you as a...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleMedia planning strategies need to be revisited by businesses that are looking to make it in the post-pandemic world, because the tactics that worked i...
View articleBynder’s Maarten Boon suggests using these video marketing strategies to meet content demands and avoid creative burnout. Read More...
View articleWave.video's CMO Daniel Glickman shows how marketers must adapt their video content strategy to fit the 'new normal' post COVID-19. Read More...
View articleAI and automation is here to help marketers, not replace them. We explore how the technology can help marketers refocus and flourish across their KPIs...
View articleThe Asia Pacific region is expected to overtake North America this year as the world's biggest market for digital advertising spend, according to a re...
View articleMicrosoft is to buy LinkedIn in a deal valued at $26.2 billion, it was announced today on the Microsoft blog. The markets have already reacted to...
View article