BurdaForward, one of the largest publishing houses in Germany, and AppNexus, a Xandr company, has announced that BurdaForward will adopt the AppNexus Publisher Adserver, as well as the AppNexus SSP and Yieldex Analytics. The change of ad server is part of BurdaForward’s redesign of its ad architecture in order to gain greater flexibility to build new technology offerings.
Martin Lütgenau, managing director of BurdaForward Advertising said, “AppNexus’ solution gives us significantly more technological freedom and, above all, room for innovations that we can implement even faster and more efficiently in the future. The innovative cooperation already gives us an outlook on how we will jointly develop completely new approaches for advertising delivery this year.”
AppNexus’ advertising technology encompasses all digital channels (desktop, mobile, connected TV), formats (display, video, native), and its technology platform is open and programmable, which affords customers the ability to build and innovate on top of its Application Programming Interfaces (APIs). AppNexus enables BurdaForward to connect all available demand sources on the market and – whether programmatically or directly-booked advertising, to meet the needs of both advertisers and consumers.
Nigel Gilbert, chief market strategist, EMEA said, “AppNexus provides both cutting-edge technology and an open platform on which Europe’s major publishers can innovate and thrive.
“AppNexus is very proud of and excited for the opportunity to work with BurdaForward, one of the oldest and most important German publishing houses.”