AOP Associate member Maxifier
, the global leader in inventory revenue management technology, today announced a new alliance with brand intelligence and analytics company Moat
. With increasing demands by marketers for metrics that move well beyond the standard click-through rate as a measure of campaign success, this relationship enables Maxifier’s publisher clients to offer brand advertisers more relevant metrics around attention, engagement and in-view time.
Maxifier will be creating a "Moat" tab within its ADMAX
platform, enabling Moat's data to be fed into its optimisation engine. This will allow automated campaign optimisation 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 monetisation 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 optimise 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 optimise against Moat’s key brand metrics, a 25% higher interaction rate was achieved, while there was a 16% 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.”
An AOP Associate member
since 2011, 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.
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
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.