Maxifier Partners with Moat to Support Adoption of Branding Metrics
September 5, 2012, New York – 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 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.”