Maxifier CEO: Online Streaming of Super Bowl a 'Key Turning Point' For Ad Industry
Finally, the fact there is mobile streaming this year also adds to the bevy of new data that publishers will have on their hands. It should be very interesting to see how publishers value different types of large-brand ads on different formats, and how that will affect inventory pricing going forward.
PE: What do the new technologies mean for publishers?
Shaevitz: One of the biggest issues facing publishers today is how to maximize the value of their total inventory. Many solutions focus on solving the issue around remnant monetization but I believe there is a need to take a holistic view and then make decisions around inventory to support the publisher’s business goals. This may be to focus more on increasing the yield on premium, re-evaluate what is sent to third parties to monetize, or even deciding against a policy of seeking to monetize everything and take a more restrictive approach. Our adMAX offering is a solution that can help publishers achieve this.
Finally, real-time campaign effectiveness technology allows publishers to change ad placement whenever they want. I can envision that during the 2013 Super Bowl, publishers will have learnt a great deal from 2012 and change ads in the fourth quarter based on how similar ones did in the second!
PE: What are some major publishers that use Maxifier to measure ad efficiency?
Shaevitz: Maxifier’s clients include Forbes, The Guardian and Channel 4, among many others.