Brian O'Kelley Discusses The Microsoft Ad Exchange Launch In The UK And Netherlands

Microsoft announced this week that it's launching its ad exchange in the Netherlands and the UK. Here Brian O'Kelley, CEO and Founder of AppNexus, discusses the Microsoft Advertising Exchange rollout, the role being played by the AppNexus real-time technology and the company's European positioning.

Can you give some overview of how the partnership with Microsoft will work in Europe? Will the inventory include Hotmail and owned and operated properties like the Microsoft portal?

The European rollout of the Microsoft Advertising Exchange will vary by market based on the available properties and unique placements. In general rollouts will be phased, first with Windows Live placements -- which includes properties like Hotmail -- followed by MSN, and then third-party placements like Fox Sports. This week, Microsoft announced that United Kingdom and Netherlands inventory is fully available to buyers via the Exchange. In the coming months, we expect the inventory rollout for France, Canada and Germany, will be completed.

Will AppNexus act as the RTB engine for selling all of Microsoft’s non-guaranteed inventory? Will this deal apply to all non-guaranteed Microsoft inventory across Europe?

The AppNexus partnership with Microsoft in Europe will work the same as it does in the US market. Buyers can access Microsoft Advertising Exchange inventory directly through AppNexus, or via the DSP, trading desk or ad network of their choice.

AppNexus appears to be working with everyone in the European market – publishers, ad networks, agencies and client direct. Will AppNexus continue to position itself as the infrastructure provider for the exchange space?

Our goal at AppNexus is to be the world leader in real-time advertising technology, serving the most sophisticated companies in the ecosystem. The AppNexus platform is the only ad server built specifically for the real-time advertising business, and because it’s composed of interoperable advertising technologies, the platform can be customized to support the needs of both buyers and sellers.

Given the growing importance of DMPs and data management, how is AppNexus helping buyers manage and leverage their data in automated buys?

AppNexus believes that clients should easily be able to access their first-party data and third-party data as well. We let our clients maintain audience segments in real-time, or through offline processes. They can integrate any data partner, and can execute against real-time requirements for data by leveraging our integrated cloud model.

Are there any plans to offer mobile inventory through RTB? Are we still some time off before we see mobile impressions being sold in real-time?

AppNexus supports mobile application inventory and targeting capabilities, starting with Windows Phone 7 in-app inventory via the Microsoft Advertising Exchange. AppNexus clients are also able to access mobile browser-based inventory through operating system targeting. We’re pleased to report that we’ve seen an exponential increase in the availability of mobile inventory from a year ago.

Let’s talk about the European operation. Are there plans to open a dedicated office here and hire resource to manage operations across the different market?

From an infrastructure perspective, AppNexus has been live in Europe since last September. Approximately 30% of our clients are located outside the U.S. In addition, we plan to open our first European office in London later this summer.