Beliefnet, a provider of inspirational online and video content, has tapped Maxifier’s programmatic direct platform to sell ads.
Peter Beznoska, director of business development at Beliefnet, noted in a statement that the company is also using Maxifier “ADMAX” platform for optimization. The company says it previously relied on “human assumptions” when optimizing campaigns, “the impact of which could not be recognized until several days after a change had been implemented.”
Beznoska stated the company can now put any optimization change into the ad server “so the impact can be felt immediately.”
The news underscores the trend of publishers -- regardless of vertical -- looking to “programmatic direct” to eliminate manual labor while maintaining direct relationships with advertisers.