In UK, AppNexus, LiveRamp, and MediaMath Launch Technology Consortium to Enable People-Based Programmatic Advertising

Brian O'Kelley

Brian O'Kelley

LONDON, May 4, 2017 /PRNewswire/ -- AppNexus, LiveRamp™ – an Acxiom® company – and MediaMath today announced the launch of an open, technology industry consortium to make people-based marketing widely available within programmatic channels. The three companies have agreed to create a standard identity framework that enables buyers and sellers of programmatic digital advertising to create more relevant campaigns and improve consumer experience. Additional companies initially joining the consortium are Index Exchange, LiveIntent, OpenX, and Rocket Fuel.

"Today, 48 percent of all digital advertising dollars accrue to just two companies – Facebook and Google," said Brian O'Kelley [pictured], CEO of AppNexus. "That dynamic has placed considerable strain on the open internet  companies that generate great journalism, film, music, social networking, and information. This consortium enables precision advertising comparable to that of Google and Facebook, and does so in a privacy-conscious manner. That means better outcomes for marketers, greater monetization for publishers, and more engaging content for consumers." More...