AppNexus vs. Basis DSP

AppNexus is well suited to use for programmatic campaigns that we have to launch for clients. Everything from standard display, native, high-impact, and video can run within the platform. Our trading team is well experienced within AppNexus (APN), and it's typically the first DSP they learn when starting.

Incentivized

Basis DSP is well suited to every type of campaign imaginable. My firm specializes in outreach and education campaigns and we use Basis DSP in order to turn people out to events and to take specific actions. Basis has changed how we do business for the better. The hyperlocal campaigns, native campaigns, and audio campaigns have all added excellent additional capabilities to our tool box and have allowed us to complete very compelling campaigns for our clients.

Incentivized

• As per my experience they have strong support personnel. Solving the issues as and when required.
• We can solve certain issues like campaign performance, inventory optimization and more with the help of AppNexus wiki. We get all the required information in the Wiki itself.
• They have given the right platform to both buyers and sellers to workout and meet their digital marketing needs and goals.

• Customer Service and Support is fantastic. Always willing to educate our team and help us get the most value out of the platform.
• The ad fraud features are great. Through DV360 we need to use a third-party which comes with additional costs.
• Easy to use platform.

Incentivized

• Better visualization and dashboard will make it a perfect product.
• The product concept is hard to master. More video training in addition to the interactive training may help.
• More report templates will make my life easier since it takes time to build one.

Incentivized

• Managed service is a little pricey and tends to have slightly lower performance
• interface is very 90's, could use a real facelift purely from an aesthetic perspective
• Reports are continually being updated but could use some refinement in output for client-facing reports

Incentivized

I love almost everything about AppNexus because I feel like the user data is easy to track because of the identifiers, you can see which adverts got clicked and which were ignored. We can track the location of the ad on the page fold and this makes it so much easier for future campaigns. The only thing I don't like is that the data is only kept for a year, and I'd like it for a longer period of time

Because I think the interface is kind of confusing at the beginning and it confuses you a lot.

Incentivized

It's pretty basic, nothing is hidden and nothing ever moves so you can count on finding what you are looking for each day

Incentivized

I've never had any problems with appnexus - the software is always available

Incentivized

Yes, everything works great in that sense

Incentivized

Because the support team does give you support, they take 24hrs to get back to you but once they open a ticket they focus on resolving the issue for you. My only problem is that you don't have a specific account representative assigned to you.

Incentivized

We have a dedicated account rep. She makes it seem like we are her only client, she is very responsive, helps each time we have a question and understands our campaign goals. Anytime we need support, our rep is available either email or call and if she is not going to be available, she will let us know ahead of time to provide back up and inform them of our current campaigns so they can better assist us.

Incentivized

Online training are not user friendly and not easy to understand

Incentivized

There are a ton of tactics and strategy to implement in the DSP platform. There isn't really a selection of the different types of campaigns or tactics to choose from, you just have to learn as you go. Once you figure out the strategy and goal of the campaign it is very easy to implement the tactic and to achieve its goals.

Incentivized

Appnexus is less retargeting-focused than Criteo. Their solutions are more focused on building awareness and not so much on the bottom of the funnel and on conversions. Regarding MoPub, their focus is on mobile, and Appnexus, even though it has a very strong mobile set of solutions, is specialized on CTV and other media channels.

Incentivized

Basis [DSP] has much better fraud control than SmartyAds DSP. Even though they do not have the amount of supply inventory as Smarty, they have much more controls for invalid traffic and bots which is very important to minimize discrepancies and issues with clients. Compared to other DSPs though, it lags on performance solutions.

Incentivized

Because it's a great DSP but not the best

Incentivized

• After using AppNexus for our banner ads, which used to be a simple task became a complex one and we lost time building it out.
• After realizing there is no dedicated way to contact AppNexus for troubleshooting and exchanging many emails going into long threads we lost even more time.
• Our return on investment was poor with AppNexus due to the vastness of the platform and poor support experience limiting what we could do and losing time.

Incentivized

• Basis DSP allows us to reach users in many different places while controlling costs - access to major exchanges at a competitive bid rate allows us to provide a lot of added-value to clients without dramatically increasing the cost they incur.
• The team is friendly, helpful, and responsive, so we don't have a lot of situations where we're locked in campaign downtime due to a customer service issue with negative downstream impacts to the bottom line.
• Periodic reporting outages have resulted in campaigns that overpace and incur needless costs (however, this is certainly an exception, not the rule).

Incentivized