CANNES — Twelve months after it launched<\/a> an ability for advertisers to introduce custom logic to ad\u00a0buying, AppNexus claims\u00a025 clients are using the tool.<\/p>\n

Last year, the ad-tech platform bowed\u00a0AppNexus Programmable Bidder (APB), a way for buyers to connect with AppNexus via API. One part of that was Bonsai<\/a>\u00a0– \u00a0a way to let \u00a0advertisers “decide the values of distinct impression parameters and prioritize them via a tree logic and structure they create”, according to the company.<\/p>\n

AppNexus president Michael Rubenstein<\/a> tells Beet.TV more than 25 companies are now “developing amazing capabilities on top that”.<\/p>\n

“They are writing custom algorithms for a particular advertiser or campaign,” he says. “They are using a proprietary programming language that we built for data scientists called\u00a0Bonsai”.<\/p>\n

Rubenstein says customization will be king.<\/p>\n

“Programmability is the next big thing,” he predicts. “The ability to customize the platform is where this industry is heading.<\/p>\n

“Today, you see a small number of brands controlling their data \u2026 10 years from now, this is going to be ubiquitous.”<\/p>\n

 <\/p>\n

 <\/p>\n

This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.” \u00a0This series was produced at Cannes Lions 2016 in cooperation the Xaxis<\/span>. The series is sponsored by comScore<\/span>. \u00a0For more segments from the series,\u00a0please visit this page<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES — Twelve months after it launched an ability for advertisers to introduce custom logic to ad\u00a0buying, AppNexus claims\u00a025 clients are using the tool. Last year, the ad-tech platform bowed\u00a0AppNexus Programmable Bidder (APB), a way for buyers to connect with AppNexus via API. One part of that was Bonsai\u00a0– \u00a0a way to let \u00a0advertisers “decide […]<\/p>\n","protected":false},"author":15,"featured_media":40860,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5781,5783],"tags":[5265,4659,5796],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40766"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=40766"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40766\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/40860"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}