Maxifier will create a "Moat" tab within its ADMAX platform, enabling Moat's data to be fed into its optimization engine. This will allow automated campaign optimization recommendations to be generated around this data, helping publishers ensure they deliver campaigns to an advertiser’s branding metric. Additionally it will allow publishers to re-evaluate how they sell their advertising and introduce new offerings attractive to brand marketers.
Denise Colella, Chief Revenue Officer at Maxifier, commented: “We are focused on delivering value, control and monetization to our publishers, and the partnership with Moat complements our offering and helps reach these goals. Integrating the Moat data will allow publishers to programmatically optimize against key brand metrics, driving increased viewability and interaction for their advertisers and supporting their evolving needs.”
The value of this combined offering was highlighted recently on an IAB webinar discussing how publishers have been selling the new Display Rising Star ad formats. In a case study by Forbes, it was shown that by using Maxifier’s ADMAX platform to optimize against Moat’s key brand metrics, a 25 percent higher interaction rate was achieved, while there was a 16 percent increase in viewable impressions.
"In order to take full advantage of the opportunity to drive more brand dollars online, we need to be providing advertisers with the metrics they really need to manage their businesses rather than forcing them to accept the traditional ones associated with online,” said Jonah Goodhart, CEO and co-founder, Moat. “This partnership helps deliver a competitive advantage to publishers in a market where most of the technology focus has been on supporting the buy-side rather than the sell-side.”
Maxifier is a leading online advertising technology provider, working with premium publishers and ad networks to empower them to unlock and maximise the value of their total inventory. Using Maxifier’s ADMAX solution, companies can increase advertising effectiveness by improving campaign and inventory performance to drive higher yields and deliver optimum revenues and margins.
Maxifier’s cutting-edge solution encompasses advanced ad optimisation and inventory management, coupled with a business intelligence engine, all delivered on a single interface. From measuring and optimising campaign performances, forecasting and managing global inventories, developing new advertising packages and increasing sales and profitability, Maxifier benefits all areas of the business, including ad operations, sales teams and senior management. With offices in the US, UK and Russia, as well as a new office in Japan, to date it has managed more than 70 billion impressions for leading publishers and media companies including Forbes, The Guardian, IPC and Bauer Media, empowering them to deliver maximum value and ROI for their clients.
Moat is a New York-based SaaS company focused on building products for brand advertisers and premium publishers. The company was founded by Jonah Goodhart, Noah Goodhart, and Michael Walrath. The serial entrepreneurs had previously partnered together to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, visit www.moat.com.