Babar Khan Javed
Jun 27, 2018

AppNexus/AT&T: Duopoly-buster, another walled garden, or both?

APAC industry insiders differ on the meaning of the acquisition for the digital advertising ecosystem.

Brian O'Kelley, CEO and co-founder of AppNexus (Source: AFP)

The acquisition of AppNexus by ATT will either reduce dependence on the FacebookGoogle duopoly andor create in effect a triopoly, according to various APAC industry insiders contacted by Campaign.

Precision targeting

By and large, industry leaders believe the acquisition will be a net positive for the digital advertising ecosystem, primarily by forcing the duopoly to step up its game.

By leveraging primary...

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