AppNexus has announced the launch of its App Marketplace, as it looks to establish itself as the leading open platform for application distribution. The "App Marketplace" is now allowing ad tech companies to build applications and distribute through the AppNexus platform.

The first AppNexus Apps providers include behavioural and contextual data leaders such as Brilig, eXelate, Lotame, Proximic, uKnow and TARGUSinfo. They have also lined up Evidon and TRUSTe. BlueKai, Peer39, Crystal Semantics and CPX Interactive are expected to launch shortly and plans are in the works for apps from rich media vendors and other providers.

"AppNexus’ goal has always been to link together the complex map of companies in the ad technology industry and to help further online advertising innovation, and I'm thrilled we're connecting the final piece of the puzzle”, said Mike Nolet, AppNexus CTO and co-founder. “AppNexus Apps is a huge step forward for the entire industry and we’re looking forward to playing an important role in helping to evolve this vibrant ecosystem."

Right. What does this all mean? Should ExchangeWire exit the media business and open an ad tech BetaWorks to develop apps for this new marketplace or any other platform for that matter?

There are clearly opportunities for ad tech vendors here. The possibility of seamless distribution of "apps" in analytics, data, rich media and more has the possibility of opening up new revenue streams for those ad tech vendors situated between the publisher and advertiser. It could reduce sales overhead, as AppNexus will enable buyers to build the a-la-carte-ad-tech-stack. The ability to sell to traders in the US, EMEA, LATM and APAC marketplaces through this type of distribution channel could not only transform some feature-led companies into profitable standalone businesses, but also give networks the opportunity to generate more revenue from their own proprietary technology. It is an interesting development.

This all seems counter-intuitive though especially when you consider what Google is doing in this space - namely trying to own the entire stack. Is there another route? And is there any real revenue in building apps for this type of open platform? Nobody knows as it's never been done before in our industry - so the uptake will be interesting. Expect to see others, trying to position themselves as "the platform for the ad industry", launch similar initiatives in the coming months. There can only be 2 or 3 at most. With the advent of ad tech app distribution, I wonder will we encounter the same kind of tech headaches around developing for multiple platforms? Let's see.