New York advertising start-up company Adnexus 1.2 billion dollar valuation

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Beijing time August 19 Morning news, online advertising industry faced with the data fraud allegations did not affect the enthusiasm of investors, New York network advertising company AppNexus just more than 1 billion U.S. dollars in the valuation completed a new round of financing.

AppNexus was injected with $60 million trillion in the latest round of funding, a public equity investment firm and Asset Management group from Boston, but AppNexus declined to disclose his identity. AppNexus said the company had earned a whopping $1.2 billion trillion in the current round of financing, making it a handful of New York startups that valued $1 billion trillion after gilt groupe and MongoDB.

Investors before AppNexus included Facebook's early investors Andreessen Horowitz and the Rockefeller family's venture capital firm Venrock.

As smartphones and apps attract consumers to spend more time on small screens, sales of online advertising are also soaring. But the market is already crowded and complex, and major brands need to target their audiences as quickly as they can. In addition, the outside world also worried about the accuracy of online advertising data. For example, many of the recent ads from Mercedes-Benz have come from "cyber robots" rather than real human netizens.

AppNexus the role of middleman between the brand that wants to buy advertising and the so-called "ad market". It uses a series of algorithms to help advertisers manage ads based on real-time user behavior, with rivals including Google, Yahoo and AOL.

According to IDC, an American market research firm, the cost of such automated advertising intermediaries is expected to grow from $230 million trillion in 2013 to $14 billion in 2018. AppNexus was founded in 2007, and its founder, Brian O ' Kelly, was the right Media CTO for the ad market, which was Blaine Okaili $850 million by Yahoo in 2007.

The AppNexus platform, which attracted more than $1 billion in customer spending in 2013, is expected to double this year's figures.

"The industry is moving from a single device (desktop) to a variety of devices. Adbrian co-founder Rashid Mansor Rashid Mansoor, a mobile advertising start-up, said, "A platform with a desktop legacy like AppNexus needs to deal with the technology from the ground up, either through acquisitions or partnerships." ”

In June this year, AppNexus bought Alenty, which measures whether consumers saw a particular ad and how long it took to watch. Facebook has also launched a better tracking tool this week to help advertisers better understand how their users respond to ads, including whether to first view an ad on one device, and then buy the appropriate item from another device.