ADOTAS – Today, Maxifier announced a new addition to its toolkit for publishers to understand the assets of their ad inventory and monetize that inventory more effectively: what it’s calling an “economic router,” which is part of the latest version of its ADMAX platform.
In case you’re grumbling about terminology fatigue (now we’re expected to think about routers, on top of everything else?) Maxifier’s statements and its COO, Anthony Katsur, with whom ADOTAS spoke this morning about the new feature, insist this is actually meant to make the process of selling ads and monetizing a website more efficient for a publisher. “We have a unique perspective of being able to see all inventory,” Katsur said of ADMAX 7.1. He explained that Maxifier is “not an SSP, not an exchange, not a DMP,” that the company’s aim is to help “drive campaign performance.” The router — what a statement from the company calls an “intelligent yield decisioning engine” — is integrated directly into the ad server and can look at a publisher’s whole inventory stack, both on the premium/guaranteed end and remnant/non-guaranteed/secondary end, and analyzes how all the channels therein are performing, so the publisher can, for example, route ad inventory away from a network that’s seeing poor performance and into a network that’s seeing more desirable performance. The technology takes into account factors including which channels best monetize inventory at different times of the day, or in different geographical areas, or on which web page, or in what creative format. It also makes recommendations based on optimizing cost per action and maximizing CPM. “We then pull that data, model it out and allow the publisher [and] seller to allocate” the inventory, he said — offering a way to, as he put it, “open up the aperture.”
And, Katsur pointed out, with the router, “the key thing here is, it’s all tagless. There are no pass-backs, not three, four, five, six pass-backs in a daisy chain. It’s all in the ad server.”
Katsur elaborated on how the new functionality ties back to the solutions Maxifier aims to provide in general. “You’ve got all this horsepower on the buy side,” he said of the online ad industry. “What we find on the publisher side is they’re sitting on so much data. All that data they’ve got to model out — it’s overwhelming. It’s not going to scale with spreadsheets.” Maxifier’s technology tries helps publishers answer the question, “‘How do I hang out a shingle?,’ as it were,” to “make it an easy buy for the agencies, and also package up the inventory and bring it to the agencies with a cohesive pitch.
“We’re playing with 70 percent of the publisher’s revenue,” Katsur explained, adding, “Our target publisher is what we’d consider ‘premium.'” For example, he said Maxifier works with “Forbes, the Guardian, some networks, Martini Media.” And as it stands, according to a statement from Maxifier, ADMAX recommendations already helped one unnamed publisher drive eCPM uplift by 98 percent and reduce eCPA by “nearly 40 percent” across its the CPA campaigns.