Today, AppNexus announced that AppNexus, world-leader in Real-Time advertising technology, will be used as the new platform for the Orange ad exchange across Europe. Known as the Orange Ad Market, the exchange has been in business across the key markets of France and the UK since 2010. The announcement was made at the dmexco Digital Marketing Exposition & Conference in Cologne.

Stephanie Hospital, Executive Vice President of Orange's Audience and Advertising division, comments: “Orange has deep relationships with both buyers and sellers of online media, and programmatic buying is becoming a key part of our digital media strategy to serve their needs. AppNexus, and its global presence, allows customised focus on each of our market’s needs. We believe this partnership will deliver both innovation and operational efficiencies to our clients.”

AppNexus President Michael Rubenstein, adds: “AppNexus is thrilled to be working with such an iconic brand as Orange, which has one of the most powerful European offerings in telecom, internet and mobile. Their leadership in the European ad exchange space has been inspiring to watch, and AppNexus is excited to see what new paths we can forge together in programmatic display and mobile.”

Advertising remains a core part of the France Telecom Orange strategy. Today, Orange Advertising, through its worldwide publishers, can reach an audience of 794 million unique users (comScore March 2012).