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Console is a web-based application for your programmatic advertising. Whether you’re buying or selling ad space, or both, Console provides all the tools that you need to manage your accounts.
Console can manage both traditional media buys and real-time bidding through a single, unified interface. Instead of operating an ad server and a buying platform, Console can perform both functions, eliminating double-trafficking, discrepancies, and another set of fees.
A number of other key features help AppNexus optimize your ad buying revenue and increase buying efficiency.
Console has a number of features that allow you to maintain business and technical relationships with your managed publishers. With Console, you can:
As an AppNexus Adserver user, you have access to your end-to-end setup of advertiser and publisher information. You can set up publishers and available inventory, as well as advertisers and their selling specifications. With Adserver, you can set up and manage your buy-side systems and your sell-side systems, as well as manage forecasting, priorities, and many other types of functionality between the two.
Since we're primarily a technology company, we'd like to give you an overview of our platform from the engineering perspective. The AppNexus Platform is a real-time bidding system and ad server built on top of the AppNexus computing cloud. The main processing system here is called the "Impression Bus". It receives ad requests, applies data to the request, receives bids, makes decisions, serves creatives, logs auctions, etc.
Ad calls come in via our inventory supply partners: exchanges, SSPs, ad networks, and a few valued publishers. Some of the ad calls are client-side, meaning there is an AppNexus tag on the page, and we get the call directly. Others are server-side, meaning our partners initially field the call and then contact us asking for a bid.
Once we get the call, we overlay segment data from our server-side cookie store. Data is added to the cookie store either through AppNexus segment pixels or by clients sending us a file of data. We also contact third-party data providers and overlay any available data.
We contact all of the bidders on our platform. The ad call includes whatever user data belongs to each bidder, and information about the inventory. Bidders have a certain number of milliseconds in which to respond with a bid and the creative they want to serve.
One of the bidders is our proprietary bidder, called Console, which has a suite of features including campaigns and targeting, bidding algorithms, multi-currency support, and all the other features of a premium ad server. It can be accessed by either a UI or API.
The Impression Bus decides which bid wins based on the amount of the bid, and any preferences the publisher has about what they want served on their page. If the call was client-side, AppNexus serves the ad. If it was server-side, AppNexus passes the bid and the location of the creative to the partner who will ultimately serve the ad.
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