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AppNexus is adding machine learning to its ad-buying software, making the company the newest in a series of ad-tech firms to add artificial intelligence to its platform.
Today, the company is debuting what it says is the first programmable demand side platform, which could help media buyers manage and customize their campaigns. The AppNexus Programmable Platform (APP)—which launches after three years of research involving more than 200 buy-side engineers, data scientists and developers—will be ready for 2018 campaigns.