Collective Brings Private Exchange Powerhouse to Publishers; AMP Exchange is Complete Sell-Side Platform

Collective and Appnexus Parnter to Bring Private Exchange Powerhouse to Premium Publishers with AMP Exchange™; Offer Complete Sell-Side Platform


NEW YORK, NY, June 21, 2011 — Collective, a full service provider of media and technology solutions for display and video advertising, announced today that it has partnered with AppNexus to create AMP Exchange, the ad exchange module of the AMP data and media management platform for publishers. AMP Exchange allows publishers to create private exchanges using Real-Time Bidding (RTB) without separately managing reserved and pre-emptible inventory.
 
“The AMP Exchange is significantly different from other sell-side platforms in that it drives revenue optimization of all ad impressions, whether sold directly or indirectly via ad exchanges and yield optimizers,” said Joe Apprendi, CEO Collective. "AppNexus has established itself as a leader in RTB technologies for display advertising and our partnership makes it possible for publishers to effectively optimize revenue against both guaranteed and unguaranteed inventory.”
 
 Unlike other platforms, Collective’s AMP Exchange integrates with the publisher’s ad server, enabling direct-sold and exchange-sold campaigns to compete for a particular impression based on both CPM and other buy-side and sell-side considerations,  without having to change ad servers or shift impressions off to a third party server side platform. Because AMP Exchange provides direct control over who can buy their inventory, publishers can take advantage of the many opportunities that exchanges offer, yet still ensure complete control over their brand, sales channels, and revenue opportunities.
 
AMP’s integrated reporting makes it possible to see revenue from direct-sold inventory alongside exchange-sold inventory down to the advertiser and campaign levels, all layered with a full audience and revenue analytics engine in one user interface.
 
“The ability to have real time bids from trading desks, our own prioritized clients, and ad networks competing with direct-sold campaigns is key for our Tech Media Exchange,” said Peter Longo, CEO, IDG TechNetwork.  “Collective is providing publishers with the technology we need to better monetize audiences and ad inventory, while ensuring transparency and control.”
 
“We are excited to tightly integrate with AMP and partner with Collective to offer this service to the premium publisher market,” said Brian O’Kelley, CEO, AppNexus. “Collective has a sterling reputation for serving brand advertisers, and AppNexus is pleased to work with Collective to extend its offering to that customer base.”
 
Collective is offering the product to its current AMP Data & Media Management Platform clients, as well as other leading brand publishers on the DoubleClick ad serving platform. The integration with several other publisher ad servers will follow later this year. Collective will also offer a managed service to for those publishers who want to have their ad inventory fully monetized with one provider but would rather not create their own private exchange.
 
###
About Collective
Collective helps brand advertisers connect and engage with target audiences across display, video and social media. Collective's industry expertise provides a strategic advantage to its clients by leveraging proprietary audience modeling, insights and ad effectiveness metrics. Our flagship products, Collective Display and Collective Video®, are powered by AMP®, our market-proven data and media management platform. Collective is headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco and London. Collective's investors include Accel Partners®, Greycroft Partners and iNovia Capital. For more information, please visit www.collective.com.
 
About AppNexus
AppNexus is the real-time ad platform used by global ad networks, demand-side platforms (DSPs), ad exchanges, and other leading online advertising companies.  Led by the pioneers of the Web's original ad exchanges at Yahoo!'s Right Media and Google's DoubleClick, AppNexus offers a comprehensive suite of core infrastructure and ad technology capabilities that empowers sophisticated companies to build, manage and optimize their entire display advertising businesses and provides single-point integration to the largest buyers and sellers of online advertising, including major aggregators and exchanges.
Based in New York City, AppNexus is backed by an outstanding group of investors; including Marc Andreessen and Ben Horowitz, First Round Capital, Venrock, Kodiak Venture Partners, Ron Conway, Khosla Ventures, and Microsoft. For more information, visit www.appnexus.com.

Read the full article at: 
Collective Press Release
Rocket Fuel