• by Tobi Elkin  @tobielkin, July 26, 2016

Ad-tech provider AppNexus on Tuesday announced a deal with Wayfair, an online purveyor of home furnishings and décor that will offer the ecommerce company access to AppNexus Publisher Suite.

Wayfair Media Solutions, the division of Wayfair that connects suppliers and brand advertisers to Wayfair’s audience, will use AppNexus Publisher Suite  to boost the value of its advertising inventory.

In addition, Wayfair will continue to work with the AppNexus Programmable demand-side platform, which it began using in January 2015.

Using AppNexus’ closed-loop tech stack, Wayfair will be able to implement a more holistic marketing and monetization strategy for its Media Solutions business with real-time optimization.

The partnership will enable Wayfair to use its data to build models that translate into bids and personalized messages which, in turn, will allow it to coordinate digital campaigns across all channels and promote its media partners’ ads on Wayfair inventory and across the Web.

“As both an advertiser and a publisher, Wayfair brings tremendous sophistication in its use of data and machine learning to drive performance and monetization,” Pat McCarthy, SVP of product, Publisher Technology Group, AppNexus, told Real-Time Daily via email.

AppNexus has worked closely with Wayfair to develop programmable products that give the company more control, improved customization, and transparency, Brian O’Kelley, Co-founder and CEO, AppNexus, said in a release.