Ulrik Krag Morell
Director, Supply Evangelism Team, Western Europe
AppNexus
Going 100% programmatic - How Microsoft and AppNexus completely changed the classic business model
Time to rethink the classic publishing business model – how AppNexus changed Microsoft’s adverting business to become fully programmatic October 1st, 2015, Microsoft chose to radically shift their operating model in 10 Western European markets fully powered by AppNexus technology and a small team of programmatic specialists. What were the implications to advertisers, the publisher, and in particular the agencies and their trading desks? What lessons were learned and what does the future look like for advertisers in a fully programmatic marketplace?
Time to rethink the classic publishing business model – how AppNexus changed Microsoft’s adverting business to become fully programmatic October 1st, 2015, Microsoft chose to radically shift their operating model in 10 Western European markets fully powered by AppNexus technology and a small team of programmatic specialists. What were the implications to advertisers, the publisher, and in particular the agencies and their trading desks? What lessons were learned and what does the future look like for advertisers in a fully programmatic marketplace?