- The ad tech company AppNexus says that advertisers are looking for an alternative to working solely with tech giants like Google and Amazon.
- The company is set to roll out new ad buying software that employs machine learning, which CEO Brian O'Kelley says will help it blow past competitors.
- But AppNexus faces powerfully entrenched foes, and skeptical ad buyers.
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New York ad tech company AppNexus wants to take out Google – and stop Amazon in its tracks
The ad tech firm AppNexus wants to take out Google – and stop Amazon in its tracks. The company is planning to release new ad buying software that uses AI.
The advertising-technology industry has gone through an upheaval of late, and many upstarts have conceded the field to giants like Google, Facebook and increasingly – Amazon.
But New York-based AppNexus believes it still has a shot to take down the titans, and emerge as powerful, neutral alternative to the dreaded digital duopoly, as well as Amazon's looming specter. Getting it there, AppNexus thinks, will be new ad-buying software that promises to bring more automation and data science to the process. It's something that others say is easier said than done, but AppNexus CEO Brian O'Kelley has his pitch down pat.
"[The industry's] biggest concerns are Amazon and Google," O'Kelley told Business Insider. Amazon is threatening because they can push into ad-tech and not worry about making a profit,
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AppNexus Programmable Platform"–
If nothing else, it's an industry in flux. That's probably why AppNexus (which had reportedly been planning an IPO for early this year, until the tech IPO market got dicey) sees an opportunity to get on the potential short list of winners.
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