According to All Things Digital, Michael Rubenstein, has left Google to join AppNexus. AppNexus, run by Brian O’Kelly and Mike Nolet, specialises in building real-time infrastructure for the exchange marketplace.
Appnexus looks to address the inefficiencies in the current ad exchange model. Working with data providers, inventory aggregators, specialist buyers and agencies, they help to better leverage the trading opportunities on different platforms.
Rumored to be rolling out a real-time bidding infrastructure that multi-exchange management tools can build on, Rubenstein has left Google to join AppNexus at an interesting time. RTB is going to be a big area of growth in the coming year.
AppNexus is a serious player in the space. Remember, Nolet and O’Kelly sold RightMedia for close to $700 million in 2007. They know ad exchanges better than anyone, and with AppNexus they see an opportunity to address the serious shortcomings in the current exchange design.
Rubenstein’s contacts within the industry will doubtless win new business, as agencies looking to build their own buying platforms will want to partner ad tech companies. It might not be as big as Google, but AppNexus is going to be the sector’s leading infrastructure company. The growing complexities of the exchange marketplace will need to be addressed, and AppNexus are well positioned to provide solutions.