Integration Facilitates and Supports the Increasing Need for Attention Metrics
NEW YORK, NY – Maxifier, the leader in total performance optimization, has extended its partnership with SaaS analytics and intelligence firm Moat to support publishers in their growing need to deliver viewable inventory.
With the IAB publishing its “State of Viewability Transaction 2015” report last December, greater emphasis is now being placed on the industry to deliver to a viewability metric. By enhancing its partnership with Moat, Maxifier is helping publishers improve their ability to achieve the viewability goals demanded by their advertisers, as well as expand beyond viewability to attention metrics.
Maxifier’s ADMAX solution now has full integration with Moat’s API. This gives publishers the ability to create viewability and attention metric goals based on Moat’s data and deliver action-orientated optimization around them. This approach helps ensure that their advertiser’s campaigns are running on the most effective ad units, placements and sites, and elements delivering low in-view rates are removed. Publishers are able to optimize in-view rates, in-view times, universal interactions, universal interaction times, and more.
The full integration with Moat that Maxifier is offering allows publishers to more easily support a greater wealth of variables including audience targeting, which advertisers can optimize as part of a viewability-driven campaign.
“Allowing a publisher to use the power of our data and then take immediate actions to improve viewability campaigns is beneficial to both the publisher and advertiser,” said Jonah Goodhart, CEO and Co-Founder of Moat. “Enhancing our relationship with Maxifier to ensure viewability can be action-orientated will help to drive success for all parts of the market.”
By bringing viewability into the fold, publishers can significantly improve the effectiveness of their programmatic direct campaigns by ensuring that their advertiser’s creative is reaching real users and that these ads are optimized against these eyeballs, leading to an enhancement in overall performance.
“Every publisher is talking about viewability and utilizing solutions like Moat to obtain data on these important metrics. However, there is an opportunity to increase the ability to optimize off of these signals. We have found that many campaigns are not currently being optimized toward viewability, and they should be,” said Maxifier CEO Denise Colella. “Our goal is to put that data to work and help our clients gain access to larger brand budgets through achieving the KPI goals most buyers are now demanding.”
Maxifier is the global leader in total performance optimization, enabling premium publishers and media companies to unlock and maximize the value of their inventory. Maxifier’s ADMAX technology is specifically designed to optimize around premium, high-value inventory, bringing visibility, control, transparency, and viewability to the often-cumbersome process of campaign optimization. The ADMAX suite reduces the time ad operations teams spend on optimization so they can focus on higher yields, increasing revenue, and securing a greater proportion of future media budgets. With offices in the U.S., UK, Japan, and Russia, Maxifier analyzes 500 billion impressions annually to drive premium inventory and optimization for more than 44,000 campaigns for leading publishers and media companies.
Moat is a New York-based SaaS analytics company bringing intelligent insight to brand advertisers, agencies, and premium publishers. Offerings include Moat Analytics, an attention measurement platform that provides in-depth analytics, viewability, and performance insights for publishers and advertisers to maximize the value of any ad campaign, and Moat Pro, an ad intelligence platform that allows marketers and publishers across industries to monitor and incorporate real-time trends and activity into their own media and creative decision-making. In June 2014, Moat became the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions in both online display and video. The company’s founders, Jonah Goodhart, Noah Goodhart and Michael Walrath, previously launched Right Media, which was acquired by Yahoo! in 2007. For more, visit http://www.moat.com.