With Advanced Deal Metrics, AppNexus said it added new data points to each stage of the deal process, from bid request and bid rate to invalid bids. AppNexus is launching new tools, Advanced Deal Metrics and Bid Error Report, aimed at reducing friction when buying and selling programmatic advertising and increasing transparency. Unlike current ones, these tools focus on both publisher and advertiser, but Advanced Deal Metrics includes data points at every stage of the deal process, and can flag 30 reasons for bid rejections, allowing marketers to better tailor campaigns in near-real time. The company also announced a partnership with Google AdWords that will allow publishers to use its DoubleClick ad exchange platform as an alternative way to reach their target audience.
AppNexus is launching new tools, Advanced Deal Metrics and Bid Error Report, aimed at reducing friction when buying and selling programmatic advertising and increasing transparency. Unlike current ones, these tools focus on both publisher and advertiser, but Advanced Deal Metrics includes data points at every stage of the deal process, and can flag 30 reasons for bid rejections, allowing marketers to better tailor campaigns in near-real time. The company also announced a partnership with Google AdWords that will allow publishers to use its DoubleClick ad exchange platform as an alternative way to reach their target audience.