Following its recent integration with AppNexus, a real-time advertising technology provider, Maxifier has launched a buy-side optimisation platform, Admax Trade. The new platform allows media companies to take advantage of advanced campaign optimisation for effective and profitable campaigns.
Company officials explain that Admax Trade removes the traditional media buying challenges resulting from a lack of visibility and control across all campaigns and delivers relevant and timely optimisation on a single platform. Media buyers can quickly identify the real drivers of campaign performance and optimise to these areas. The platform also allows buyers to optimise across owned-and-operated and third-party sites, enabling them to make smarter buying decisions, drive margin growth and focus budgets specifically on those areas that are delivering to a campaign’s goal.
“The platform has already delivered strong results for one network of the technology. Within a three-month period, the network reported a rise in booked versus delivered revenue from 56 percent to 77 percent. Furthermore, after just one month, the margin had increased by 10 percent, and the eCPM for CPA campaigns had increased by 150 per cent,” quoted a company statement.
“Optimisation is at the heart of Admax Trade. While this broadens our offering by moving us into the buy-side, we remain true to our optimisation heritage and expertise by delivering the enhanced optimisation technology demanded by agency trading desks, ad networks and media companies so they can buy more effectively and profitably,” said Denise Colella, CEO at Maxifier.