Maxifier CEO Jonathon Shaevitz on Ad Optimization
Forbes.com announced Thursday that it has begun using Maxifier's adMAX technology to enhance ad campaign performance optimization. In a press release, Forbes.com President and CDO Michael Smith said the platform has had an impact by allowing the ad operations team to track and evaluate ad inventory in order to make adjustments to online operations and future sales initiatives. Publishing Executive Inbox asked Maxifier CEO Jonathon Shaevitz to explain how publishers can benefit from this type of technology.
Inbox: Why do publishers need an ad optimization engine?
Jonathon Shaevitz: Publishers want to sell on a traditional CPM model. The publishers who are able to sell this way are still evaluated on many advertiser-determined performance metric criteria. Maxifier’s optimization engine allows publishers to deliver superior ad campaign performance within their own business rules, goals and objectives.
Inbox: What sort of on-the-ground adjustments are made based on data from the algorithm monitoring campaign performance?
Shaevitz: Maxifier is making thousands of recommendations for the optimization of ad campaigns running on publisher inventory each month. Many of those recommendations are automatically applied if they clear a particular threshold. All others are presented to the operations team. With full visibility, operations then review the recommendations made for a particular ad campaign and how those recommendations positively or negatively impact the performance and/or delivery of all other ad campaigns running. Hand-picked recommendations can then be applied directly and immediately.
Depending upon the number of campaigns running, operations teams review and apply hundreds of recommendations each month and proceed to make on-the-ground adjustments.
3. How does this improve efficiency and ROI?
Shaevitz: From an efficiency standpoint the results are extraordinary. In the past, what took hours, with less effectiveness, now takes minutes, and all campaigns [are] simultaneously optimized. The ROI on efficiency is significant, but much more important to publishers are the increased sales and renewals due to improved performance.