Trading solutions provider and online ad marketplace AppNexus has announced the acquisition of French firm Alenty, which specialises in online ad viewability.
Alenty, which was founded in 2007 by CEO Laurent Nicolas and CTO Nicolas Thomas, has offices in Paris and London, and was an early player in measuring how long display ads are seen by an audience. The company has been part of AppNexuss App Marketplace since 2011.
Viewability has hit the headlines increasingly over the last year, with Nielsen and the MRC strengthening their focus on it, alongside the IAB, comScore, Google and others.
AppNexus CEO Brian O'Kelley comments: 'AppNexus has always stood behind the idea that better advertising creates a better Internet, and solving the issue of viewability is critical to that mission. In Alenty, we found the top-rated leader in viewability technology, and we plan to make their product a fundamental component of the AppNexus platform.'
For Alenty, co-founder and CEO Nicolas says the company is 'gaining massive global scale by joining forces with AppNexus' and adds: 'This new relationship signals a huge step forward for the industry as we collectively seek to improve the quality of Internet advertising.'
AppNexus is headquartered in New York City and in addition to the French and UK locations has eight other offices in cities including Hamburg, Sydney and Singapore. It claims to be 'the world's largest independent ad tech company'.
Web site: www.appnexus.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.