The BrightTag App provides a new way to directly connect marketers to AppNexus’ digital partners in real time without the need for tags

CHICAGO – November 8, 2012 – BrightTag, a technology platform provider for the digital marketing industry and AppNexus, the world leader in real-time advertising technology, today announced an integrated solution that dramatically simplifies the way marketers connect with any of the more than 250 companies that leverage the AppNexus platform.

“One of the core tenets of the AppNexus open platform is to enable our partners to build and scale their businesses without writing a single line of code,” said Brian O’Kelley, CEO and Co-Founder of AppNexus. “BrightTag’s technology helps anyone plugged into the AppNexus platform connect data in ways not previously possible. Both AppNexus and BrightTag share a vision to remove technical barriers that stand in the way of ad tech innovation.”

The current process for activating online advertising campaigns requires manual intervention by marketers and their partners. The BrightTag ONE platform addresses these challenges by providing a single point of integration for data-driven marketing services and provides “tagless” Server-Direct capabilities that connect sites to services in real time without third-party code passing through consumers’ browsers.

The combined BrightTag/AppNexus solution streamlines the workflow required to activate and manage user data-driven campaigns by eliminating redundant tagging efforts and leveraging cloud-based data collection and distribution. The integration empowers AppNexus-integrated media partners to better serve their brand clients through enhanced data and zero latency performance.

Marc Kiven, founder and Chief Revenue Officer at BrightTag commented, “As the world’s largest tag management provider, BrightTag is committed to finding opportunities to eliminate tags and improve the flow of data that is driving the growth of the real-time digital advertising ecosystem. Working with open platforms like AppNexus showcases both the power and simplicity of a single unifying layer of data integration and the power of a universal tag like BrightTag ONE.”