NEW YORK, NY, May 03, 2012 /24-7PressRelease/ -- Maxifier, the global leader in inventory revenue and performance management technology, today announced the latest release of its ADMAX platform. This includes the significant addition of a new feature that acts as an economic router, enabling publishers to take control of their entire inventory stack with a unified solution.
While current technologies focus entirely on either non-guaranteed or premium inventory, the new ADMAX platform now offers an intelligent yield decisioning engine, allowing publishers to maximize the value of their entire inventory - both premium and unsold - providing them with a level of control never seen before.
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. 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.
Due to resource and logistics constraints, publishers have traditionally restricted the number of third party partners to which they have outsourced their remnant inventory. However, ADMAX now allows them to centralize all their demand channels, encouraging publishers to link up to all demand channels to help drive maximum revenues without dropping a single tag.
"At Maxifier, our top priority is to give publishers the tools they need to deliver maximum revenue from their inventory," said Anthony Katsur, Chief Operating Officer, Maxifier. "We can now help publishers regain control of their entire inventory stack, allowing them to treat it holistically and begin to develop strategies around it."
Another key ADMAX development is the ability to offer cost-per-action (CPA) optimization, to support the growing demand by advertisers for buying action-based campaigns. Working not only at a pure CPA campaign level, this delivers automatic optimization recommendations at a number of levels including site, page and creative to ensure campaigns deliver to their performance goals.
This CPA optimization enhancement has already generated strong results from clients who have tested it. By implementing the recommendations generated by ADMAX, one publisher achieved an overall eCPM uplift of 98 percent and an eCPA reduction of nearly 40 percent across the CPA campaigns it was optimizing.
Additionally, the new release offers powerful yield management and inventory controls. This includes the ability to optimize around delivering margin improvement, setting thresholds and floors to protect inventory value and establishing website black and white lists to offer greater control over the environments in which adverts are run, or not run.
Katsur concludes "These enhancements, in particular the developments around maximizing the value of unsold inventory, put the power back into the publishers' hands. They can now monetize their entire portfolio of inventory, on their own terms and on a single platform."
This need for publishers to create inventory strategies is gaining recognition among publishers, with Lee Baker, Director at the UK's Association of Online Publishers, recently commenting in the Financial Times "Most of our member businesses have traditionally been built around editorial and developing premium content and have not necessarily been particularly robust in managing their advertising inventory. They are now having to learn the skills to manage advertising in that way."
Maxifier is a leading online advertising technology provider, working with premium publishers and ad networks to increase advertising effectiveness, maximize campaign performance, drive greater inventory value and give them a competitive advantage.
From its offices on three continents, Maxifier empowers its clients to unlock and maximize the value of their total inventory. Using Maxifier's ADMAX solution, companies can improve campaign and inventory performance to help drive higher yields and deliver optimum revenues and margins.
Maxifier's cutting-edge solution encompasses advanced ad optimization and inventory management, coupled with a business intelligence engine, all delivered on a single interface. From measuring and optimizing campaign performances, forecasting and managing global inventories, developing new advertising packages and increasing sales and profitability, Maxifier benefits all areas of the business, including ad operations, sales teams and senior management. To date it has managed more than 70 billion impressions for leading publishers and media companies including Forbes, The Guardian, IPC and Bauer Media, empowering them to deliver maximum value and ROI for their clients. For further information please visit http://www.maxifier.com
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