AppNexus – Powering the advertising that powers the internet. – What is AppNexus?
AppNexus – Powering the advertising that powers the internet. – What is AppNexus?
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smartups-talk
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AppNexus
Powering the advertising that powers the internet.
Introductions
- Hi, I'm Eric
- Twitter: @eric
- LinkedIn: risingspiral
- Github: risingspiral
- These slides: http://risingspiral.github.io/smartups-talk
Where I've Been
- AppNexus: 2010 - Present
- Adchemy: 2009
- Right Media -> Yahoo: 2006-2008
- University of Oregon: 2000-2006
What is AppNexus?
(Disclaimer: We don't really build apps.)
- On-line advertising technology platform
- Started in 2007
- Headquarters in NY
- 600+ employees worldwide
- Offices in London, Paris, Hamburg, Portland, Seattle, San Francisco, Eugene(!!), Australia, Singapore
- Focused on "display" advertising and mobile advertising technology
- Raised $125 million since 2008
- Investors include Venrock, Andreesen-Horowitz, First Round Capital, Microsoft
- Industry veteran executive team including folks from Google and Yahoo!
What do we do?
- Provide a platform for building systems to help advertising companies interact
- Pioneers in Real-Time Bidding (RTB)
Stats per day
- We see: 80 billion ad requests
- Auctions conducted: 60 billion ad requests
- Money is exchanged: 20 billion ad requests
- Terabytes of reporting data crunched
We have literally dozens of servers
Market Opportunities
We estimate U.S. online ad spend of $43 billion in 2013 and expect this to reach $77 billion in 2017, a CAGR of 15%. We estimate total U.S. online ad spending to reach 40% of total media spend and 28% of total ad spend by 2017, up from 26% and 17%, respectively, in 2013. In contrast, we expect total U.S. media ad spending to grow at a CAGR of 4% and total U.S. advertising to grow at a CAGR of 2% over the same time period.
*(source: Raymond James https://raymondjames.bluematrix.com/docs/pdf/4e8b9635-60e0-486f-afa0-603faaddbcd3.pdf)
Why Eugene?
Local boy done good
Keys to Success
- Founder talent trifecta: Subject Matter Expert + Product Manager, Engineer
- Built upon past "failures"
- Early hires are/were multi-dimensional. No sense of what they can't do.
- Avoid a culture of "not my problem". Everybody's in it together.
Engineering Center of Gravity
The Road Ahead
- Capitalize on enviable position in market
- Establish our presence in the mobile landscape
- Improve the ecosystem: be leaders in fighting fraud, fighting piracy, attributing value, protecting privacy.
- Focus on "Creating a better internet."