Item: AppNexus
Rating: 8
Author: Kimberly Smith

Use Cases and Deployment Scope

Appnexus is a fantastic DSP as it has a broad range of formats to choose from. Most DSPs are limited to mobile or desktop targeting but Appnexus has CTV inventory which is very useful for our customers. We have been using it for a few years and we have found great results for brand campaigns. It is used mainly by the Marketing department.

Pros and Cons

Lots of CTV inventory
Premium publishers
Exclusive supply deals

High CPMs
Not enough traffic in Tier 3 countries
Needs more anti fraud controls

Return on Investment

We increased the reach, delivering more impressions and improving revenue and ROI.
High take rates decreasing campaigns margin.
Premium supply that increases ROI.

Alternatives Considered

Marketing Solutions by Criteo and MoPub

Appnexus is less retargeting-focused than Criteo. Their solutions are more focused on building awareness and not so much on the bottom of the funnel and on conversions. Regarding MoPub, their focus is on mobile, and Appnexus, even though it has a very strong mobile set of solutions, is specialized on CTV and other media channels.

Key Insights

Do you think AppNexus delivers good value for the price?

Yes

Are you happy with AppNexus's feature set?

Yes

Did AppNexus live up to sales and marketing promises?

Yes

Did implementation of AppNexus go as expected?

Yes

Would you buy AppNexus again?

Yes

Likelihood to Recommend

Appnexus is specifically well suited for CTV campaigns. They have the full technology stack to help you scale campaigns in any format, whether you need a lot of volume in traditional formats like banners and interstitials or if you need high-impact formats like video and other alternatives. Appnexus has a very strong set of unique publishers which makes it a great DSP for branding campaigns.

Great CTV Solution

Overall Satisfaction with AppNexus