AppNexus Predictions for 2017

Predictions and Trends2017

There Will Be An Even Bigger Shift Towards Content

Predictions and Trends 2017

“ In general what excites me about 2017 is the shift to content that we’re seeing in the marketplace today.”

Henry Lau, Co-founder, Instinctive



“ I think if these content creators can create content that is more desirable and more easily digestible for consumers, then they’re going to be more willing to take on these ads that are on these pages, but I also think that the publishers need to clean up their pages in a big big way...”

Matt Clemm, 12 Digit



“ What consumers want now is relevant and engaging content, and they want stories. Brands have to move beyond messages that just say “buy, buy, buy” to actually telling some interesting stories that consumers want to read about, want to watch, want to listen to.”


We Have To Focus On The User


“ We’re very excited to see how the industry comes together to create experiences that are not intrusive to consumers.”




“ Hey, if they’re an existing customer, we want to make sure we get them an even better ad so it’s not the same ad that they saw before.”

Conor Donnelly, Director of Channel Sales, MobileFuse



“ We’re looking at the ad load of our publishers to make sure that they’re providing really friendly experiences for consumers.”


Data Will Always Rule


“ What’s influencing my strategy as I look to 2017 is just expanding upon as many data points as I can get from AppNexus or whatever platform I’m using—it’s important to have the most data that I possibly can have because that’s going to let me do my job better and more efficiently.”

Zachary Kelfer, Media Trader, Varick Media Management



“ I feel like two years ago it was all about third party data, now finally, first party data. Whether its capturing the device ID, capturing the true lat/long, AppNexus is helping us to make sure the publishers are patching that information so we can get the right ad to the right person at the right time.”




“ The thing that excites me the most is availability of data within platforms. We’re using data to acquire new customers in a variety of professions.”

Steven Nunez, Director Media Platforms, Accordant Media



“ It’s very important for you to understand your audience data. I think that’s the best way to keep and pull in new customers through prospecting and filtering tactics. Obviously we hear a lot about re-marketing tactics as well, but I think it’s going to be really important to understand how valuable that data is and where you can leverage it in a programmatic fashion to get your messaging in front of the best audiences.”


…And All Other Predictions


“ In 2017, I believe the industry should start to look at ways that we can accommodate running programmatic media across first, second, third party data—across a lot of different channels. I feel like that is a huge opportunity and the pipes are in place to make it happen.”




“ Personally, I’m a big fan of CONNECTED TV—I’m really looking forward to how we’re going to address the issues that we’re currently having with it—what we’re trying to do is make ads more relevant to you, right?”

Cherry Lie, Customer Support Analyst, The Trade Desk



“ I’m looking at all these different channels where we could be buying media programmatically—so, it could be radio, could be the digital out of home space, there’s a lot of discussion around display, desktop, mobile, video, but I think we can expand well beyond that into these different types of native placements.”




“ I think a lot of agencies need to stop being so dependent upon CTRs as a KPI for their campaigns—I don’t even remember the last time I clicked on an ad, so I don’t know how they expect their entire audience to be clicking— I don’t think that reflects performance anymore.”

Taylor Mockler, Senior Account Manager, Social Reality



“ We need to find the best players. We need to consolidate. We need to find out who’s winning. We know AppNexus is one of the people winning—and we need to consolidate so that everyone’s able to talk to each other on a programmatic level whether it’s a data partner, an ad server, a verification organization—whoever it is, we all need to consolidate and make that our number one priority.”


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AppNexus Predictions for 2017