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Programmatic native: Ligatus and AppNexus announce strategic partnership

Cologne/Hamburg, April 7, 2016 – AppNexus, the world’s leading independent ad tech company, today announced a strategic partnership with Ligatus, Europe’s leading native and performance network, a subsidiary company of Gruner + Jahr. The transnational cooperation creates a number of synergies that are of mutual benefit to both AppNexus and Ligatus. As a result, advertisers and publishers will be able to take advantage of the increasingly popular communication tool known as native advertising. For Ligatus, the partnership with AppNexus is the first in the area of programmatic native.

This strategic partnership is squarely aimed at the global growth market of programmatic native. AppNexus stands to benefit from the valuable synergies yielded by the international Ligatus network. A subsidiary company of Gruner + Jahr, Ligatus is active in nine European markets—Germany, Austria, Switzerland, France, Belgium, the Netherlands, Spain, Italy and Turkey—and consists of more than 1,200 premium websites that generate about 31 billion ad impressions each month. The high-quality editorial sites within the Ligatus network offer premium audiences with high conversion potential, and make them accessible for programmatic native campaigns.

The partnership with AppNexus allows Ligatus to enter the rapidly growing market for programmatic native. This means that Europe’s largest native and performance networks now have access to a new customer segments, which include trading desks, retargeters, and mobile DSPs, who are able to use Ligatus’ inventory. Native formats are increasingly in demand by advertisers across Europe, as these non-invasive forms of advertising are an effective enhancement of digital communication with target groups, particularly in times of banner blindness and ad blockers, encouraging an effective dialog with consumers.
Publishers using native formats are able to optimize the quality of advertising on their sites. They also stand to benefit economically from this cooperation because the wider variety of campaigns offers an even better monetization of their inventory in the future. Furthermore, version 2.3 of the Open RTB protocol, the basis of AppNexus technology and also used by Ligatus, is driving forward the standardization of the buying process for native advertising formats. This will further encourage the growth of programmatic native throughout Europe.

“The partnership between AppNexus and Ligatus is a pioneering development for the entire industry and can help programmatic native to finally achieve a break-through,” explains Ulrich Hegge, Vice President of Strategic Market Development DACH at AppNexus. “There is a huge demand for native advertising as it is a non intrusive and yet highly effective format. This partnership gives advertisers unique new opportunities.”

“We are delighted to welcome AppNexus, the pioneer of real-time advertising, as the launch partner of the new Ligatus programmatic native platform.” says Klaus Ludemann, CEO of Ligatus. “Starting from today, customers of AppNexus’ industry leading DSP technology will be able to buy Ligatus premium reach at scale. While AppNexus customers get access to Europe’s largest native supply, publishers within the Ligatus Network will benefit from increased demand and will see better monetisation over time.”


AppNexus is a technology company that provides trading solutions and powers marketplaces for Internet advertising. Its open, unified, and powerful programmatic platform empowers customers to more effectively buy and sell media, allowing them to innovate, differentiate, and transform their businesses. As the world’s leading independent ad tech company, AppNexus is led by the pioneers of the web’s original ad exchanges. Headquartered in New York City with 23 global offices, AppNexus employs more than 1000 of the brightest minds in advertising and technology who believe that advertising powers the Internet.
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Ligatus is the #1 Native and Performance Network in Europe. The 100 percent subsidiary of the publisher Gruner + Jahr in Hamburg is focussing on the performance marketing business within the digital advertising department of Gruner + Jahr. Besides its headquarter in Germany the leading Premium Performance Marketing Vendor in Europe is active in Austria, Switzerland, France, Belgium, the Netherlands, Spain, Italy and Turkey. Across Europe, Ligatus has more than 150 employees at these locations. Ligatus is specialized in Direct Response Campaigns and Content Promotion for mobile and desktop. The innovative technology offers advertisers and agencies an intelligent placement of their advertising messages. The invoicing mode, which is exclusively success-dependent, allows optimum cost control. Premium publishers achieve an optimal monetization of their content thanks to the advertising formats of Ligatus. In addition, the specialized recommendation technologies enable them to increase their traffic significantly. Across Europe, Ligatus delivers more than 31 billion ad impressions per month on over 1,200 Premium partner sites in nine countries.
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James Jones, AppNexus Inc., e-mail:
Carola Holtermann, Ligatus International, e-mail: