The president of AppNexus is stepping down from the business after completing the adtech unit's integration into AT&T's Xandr
The end of AppNexus, the start of Xandr: Michael Rubenstein reflects one year after AT&T's acquisition
President Michael Rubenstein believes being part of AT&T will help AppNexus—soon to be Xandr—to build a “true alternative to the walled gardens”. The industry is concerned it will become a walled garden itself.
APAC industry insiders differ on the meaning of the acquisition for the digital advertising ecosystem.
AT&T has fully acquired digital platform AppNexus for a reported $1.6 billion.
AppNexus reports that it has doubled eCPMs for publishers by using video header bidding. However, the approach faces adoption barriers in APAC.
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