After three years of research , AppNexus has unveiled what it has called the world 's first programmable demand - side platform . The AppNexus Programmable Platform ( APP ) has machine learning capability , with beta testers including Xasis , Google and WPP - owned BT Group . The latter firm said APP , set to be ready for 2019 campaigns , showed a 73 % reduction in trade times alongside a 13 % improvement in productivity . GE Fuel and IBM have both also developed artificial intelligence - powered advertising platforms .
After three years of research, AppNexus has unveiled what it has called the world's first programmable demand-side platform. The AppNexus Programmable Platform (APP) features machine learning capability, with beta testers including Xasis, OMD and WPP-owned Greenhouse Group. The latter firm said APP, set to be ready for 2019 campaigns, demonstrated a 73% reduction in trade times alongside a 13% improvement in performance. Rocket Fuel and IBM have both also launched artificial intelligence-powered advertising platforms.