The partnership will see Berlin-based Axel Springer adopt AppNexus technologies across its brand portfolio spanning 40 countries and move from Google Doubleclick to AppNexus ad server
Axel Springer, the leading digital publisher has entered into a technology partnership with AppNexus, the world’s leading advertising technology company that enables full transparency into the bidding process. The owner of Business Insider, an American news website, Axel Springer will now switch to AppNexus ad server from Google’s DoubleClick.
The transition begins in 2018 when Axel Springer brands BILD.de, welt.de, bz-berlin.de, meinestadt.de, finanzen.net, and businessinsider.de, among others, shall migrate to AppNexus’ enterprise technology suite. The company will progressively adopt AppNexus’ enterprise technology products across its global brand portfolio which spans 40 countries.
“AppNexus is very proud to work with Axel Springer, Europe’s leading digital publisher. Our technology helps independent publishers deepen their audience relationships and grow their businesses. It’s part of our commitment to building a better internet. We look forward to establishing a technology partnership with Axel Springer in Europe and beyond,” said Brian O’Kelley, CEO of AppNexus.
AppNexus’ advertising technology spans across all digital channels including desktop, mobile, display, video, native formats. Customers can build and innovate on top of AppNexus’ APIs. The ad tech platform enables Axel Springer brands to connect their inventories and systems to each other. They can also link to external customer processes. AppNexus also offers a free server side header bidding solution to publishers.
Andreas Wiele, President Marketing and Classified Ad Models, Axel Springer, sees great potential from a more intense collaboration between Axel Springer’s many digital offerings. He said, “With AppNexus’ technology, we create the technological base for this, which will be particularly beneficial to our digital marketing.”
Publishers are increasingly turning to independent partners to monetize audiences on the open internet. Some of Europe’s biggest publishers have already shifted to AppNexus. Axel Springer has made 14 acquisitions across the globe that include CarWale, BusinessInsider, Vertical Media, and more. It acquired eMarketer for $250M in June 2016.