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November 28, 2011
The AppNexus App Marketplace: The Beginning Of The End Of The Luma Slide?

The word ecosystem conjures up images of coexistence, harmony, order and even tranquility. But flash up the infamous "Luma Slide" and you find fragmentation, redundancy, complexity, disorder and jargon run amok — an eco-not-system.

Brilig has been working hard to clean up and bring efficiency to its corner of the display advertising technology morass. We're eliminating the redundancy and non-interoperability that prevent data buyers from finding and buying the data they need, and being able to apply it to the advertising inventory they want to buy. Traditional direct marketers have done this for decades — online advertisers only wish they could.

But even as we whack away at the barriers to data acquisition, getting that data connected to ads being served has its own share of challenges. There are hundreds of ad networks, distribution platforms, bidding mechanisms. And while salespeople tout "it's so simple to integrate with us, just drop in our pixel," they might as well say "get ready to tear your hair out," with latency, data leakage risk, contract paperwork and multiple logins and passwords to manage and protect.

Just as the Apple® App Store™ brought order and reliability to the smartphone market — our recent announcement that Brilig was joining the AppNexus App Marketplace — is a huge step forward for online advertisers. Now any AppNexus customer can login to the Brilig app through the AppNexus console, search our 7,500+ segments, select and buy that data instantly, and have it deployed to any AppNexus served ad — no more difficult than buying a book on Amazon.

Buyers can combine audience segments to create wholly new segments (how about cat owners with HHI over $150K?) or reach millions more audience members by joining and deduping multiple demographic segments on the fly. They also can test live campaigns against Brilig's segments using our Lift Report™, discover segments that produce increased lift (often exceeding 400% ROI on ad performance and 3:1 ROI on the data) and buy and deploy them in real time.

With the elimination of many of the data redundancies by Brilig, and the media/ad redundancies by AppNexus, we're doing our part to make the online advertising marketplace more like the NYSE than a labyrinthine bazaar.

Paul Cimino

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