Brand safety, new ad setup and more independence: From April 2019 BurdaForward will use the ad technology of AppNexus. As part of our AdModel 3.0, we are also launching a new AdTech architecture that will provide more autonomy and flexibility in the future.
Goodvertising in AdModel 3.0
For the marketing of the BurdaForward portals such as CHIP and FOCUS Online, among others, we are redesigning the AdTech architecture and will work with AppNexus, a Xandr Company, in the future. The cooperation with AppNexus and the associated change of the ad server and SSP is part of the AdModel 3.0, which at BurdaForward means not only the use of AppNexus technology but also the complete redesign of the ad architecture and the introduction of our "Curation Engine". This new module controls the decision-making processes for the data-related playout of advertising after the change. At the same time, the system makes online advertising possible without collecting personal data or setting cookies, while ensuring a high level of brand safety for the brands advertised.
Technology free thinking
AppNexus advertising technology covers all digital channels (desktop, mobile, connected TV) and formats such as display, video, native. The system enables BurdaForward to connect all demand sources available on the market and - whether programmatically or directly booked advertising - to meet the needs of both advertising customers and users. At the same time, the AdModell 3.0 and the technology partnership with AppNexus are important strategic milestones that will enable BurdaForward to operate even more independently of a pure Google Ecosystem in the future.
The company's decision in favor of the partner AppNexus is not a complete turning away from the Google Ad systems. Thus BurdaForward primarily uses Google's AdManager as one of the SSPs in the course of the changes.