RTB on AppNexus
March 07, 2014

RTB on AppNexus

Anonymous | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Overall Satisfaction

We use AppNexus as our RTB (real time bidding) platform for all display and some mobile products sold by our sales department. It is used across the organization to target advertising exchanges using behavioral, content, and/or demographic targeting. We aim to garner the highest number of clicks possible for each advertiser that we we work with, so we use a variety of bidding models and targeting techniques to get the ads in front of the advertisers' most relevant audience on the internet.
  • User friendly -- setting up campaigns in AppNexus is straight forward, and done linearly so it makes sense.
  • Shows a good snapshot of each campaign from a high level -- it is easy to see which bidding and targeting models are used within the lines of the campaign without digging in too deeply.
  • Easy to stay organized -- AppNexus allows users to stay organized by offering things like folders that can keep multiple flights for the same advertiser organized.
  • Access to a lot of inventory -- AppNexus gives users access to a lot of inventory and underdelivery is rarely an issue.
  • Reporting -- reporting is slow, and requires pulling a separate report for each topic.
  • Creative auditing -- creative auditing is inconsistent. Sometimes an ad that failed audit can be pushed through audit again and pass without any changes being made.
  • Searching for campaigns -- searching for campaigns is cumbersome and oftentimes needs to be done manually at the advertiser level (rather than using the search box that appears at all times)
  • the more product offerings AppNexus develops, the more we can use it and streamline our process (creates better efficiency by keeping us in one platform, rather than needing to switch back and forth between several)
  • quick snapshot reporting (imps, clicks, conversions) saves us time and makes information more readily available for ad-hoc advertiser inquiries
  • the transparency of AppNexus allows us to be able to provide more honest information about where the ads ran, how much they cost, etc.
AppNexus keeps most of our historical data, and learns based on previous campaigns, so future campaigns for the same advertiser are likely to do better based on the AppNexus algorithms.
AppNexus is generally well suited for the majority of display campaigns, and is more limited (at this time) for mobile. CPC campaigns for both display and mobile is typically limited. The platform is better suited for CPM campaigns.