As advertising dollars continue to tighten, publishers are looking for ways to prove their inventory’s worth to clients. Forbes relies on digital ad and inventory management provider Maxifier to optimize the metrics important to its advertising partners.
Mark Howard, SVP of digital ad strategy with Forbes, says Maxifier focuses on the “metrics that matter,” including view percentages, interaction rates and integration time.
“Maxifier offers recommendations on how we can optimize campaigns against these metrics. As we continue to focus on drilling in on a true ROI for our advertisers, the ability to showcase all of this information pertaining the exposure of their ads, we’re next going to be able to synchronize those data points to attitudinal metrics versus what we had been relegated to in the past which was measurement of behaviorial metrics (i.e. clicks and post-click activity),” Howard tells FOLIO: in an email.
Forbes began work with Maxifier last summer, hoping the company would be able to supply strategic value to the publication’s inventory. Though still in the early stages of rolling out Maxifier to measure client campaigns, Howard says the results are clear.
“We’ve already been able to see substantial increases in the metrics for two of our partners. As we apply these metrics to more of our campaigns, we will start to relay much more on their solutions and expect that our ability to increase performance around the impact metrics as being a big part of the value we’re driving for our clients and a significant competitive advantage for us in the market,” he says.
Maxifier continues to improve its services with a new version of its ADMAX platform, which now includes an “economic router.”
“The economic router takes into account a wide range of parameters, including creative format, audience, time of day, site, section, page and geography, amongst others,” says a Maxifier press statement. “This allows publishers to traffic their unsold inventory to the demand channel source that will deliver the highest CPM at that moment of time, rather than relying on just one or two sources to monetize it for them.”
