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AppNexus, the world’s leading independent advertising technology company, and the ANA (Association of National Advertisers) today announced a strategic partnership to help ANA members understand how marketers are using their valuable first-party data and how they can better leverage it to remain competitive in the programmable age.
Michael Rubenstein, President, AppNexus said, “We’re living in an era of data-driven advertising, where marketers can use new technologies to connect with audiences more efficiently than ever. AppNexus is delighted to partner with the ANA and its members to help understand and unlock the opportunities these new technologies provide.”
The collaboration between AppNexus, the ANA, and its membership will entail joint research and education initiatives to equip marketers with guidelines to establish clear ownership of their data and apply it intelligently to meet their objectives. The initiative will encompass a series of events and materials to be produced by the ANA and AppNexus over the next year.
“It’s no secret that programmatic advertising and data management have become key ingredients in the overall marketing mix,” said ANA CEO Bob Liodice. “This new partnership is designed to give our members the tools they need to meet the challenges posed by this evolving and increasingly complex media ecosystem.”