CHICAGO (November 7, 2012) – BrightTag, a technology platform provider for the digital marketing industry, and AppNexus, the world leader in real-time advertising technology, today announced an integrated solution that dramatically simplifies the way marketers connect with any of the more than 250 companies that leverage the AppNexus platform.
“One of the core tenets of the AppNexus open platform is to enable our partners to build and scale their businesses without writing a single line of code,” said Brian O’Kelley, CEO and Co-Founder of AppNexus. “BrightTag’s technology helps anyone plugged into the AppNexus platform connect data in ways not previously possible. Both AppNexus and BrightTag share a vision to remove technical barriers that stand in the way of ad tech innovation.”
The current process for activating online advertising campaigns requires manual intervention by marketers and their partners. The BrightTag ONE platform addresses these challenges by providing a single point of integration for data-driven marketing services and provides “tagless” Server-Direct capabilities that connect sites to services in real time without third-party code passing through consumers’ browsers.
The combined BrightTag/AppNexus solution streamlines the workflow required to activate and manage user data-driven campaigns by eliminating redundant tagging efforts and leveraging cloud-based data collection and distribution. The integration empowers AppNexus-integrated media partners to better serve their brand clients through enhanced data and zero latency performance.
Marc Kiven (pictured), founder and Chief Revenue Officer at BrightTag, commented, “As the world’s largest tag management provider, BrightTag is committed to finding opportunities to eliminate tags and improve the flow of data that is driving the growth of the real-time digital advertising ecosystem. Working with open platforms like AppNexus showcases both the power and simplicity of a single unifying layer of data integration and the power of a universal tag like BrightTag ONE.”
BrightTag is building a new technical foundation for the next generation of online marketing. The company’s tag management solution makes online data instantly useful in any web or mobile application, while solving fundamental privacy, data quality and site performance challenges. The award-winning BrightTag ONE™ platform eliminates barriers to innovation and offers the industry’s only method of directly integrating sites and services through the cloud. Recognized for its technology and vision, Dow Jones VentureWire named BrightTag one of the 50 most innovative technology companies of 2011. BrightTag is headquartered in Chicago with offices in London.