Cxense acquires ad optimization company Maxifier from Dentsu Digital Holding
Maxifier is used by publishers such as Condé Nast, Forbes, The Atlantic, and Bauer Media to optimize direct sold premium advertising campaigns
Oslo, Norway – June 2, 2015 – Global data and personalization technology company Cxense ASA has announced its intention to acquire leading ad optimization company Maxifier from Dentsu Digital Holding, Eurovestech, and Fieldhelm.
Maxifier is used by premium publishers, such as Condé Nast, Forbes, The Atlantic, and Bauer Media, as well as leading classifieds publisher Leboncoin, to visualize and optimize all direct sold premium advertising campaigns, freeing up ad operations teams time, whilst optimizing campaign performance. Cxense and Maxifier also have common customers, including GFR Media and Grupo Globo, who currently license both companies’ services independently. The acquisition significantly expands the Cxense operations and customer base in the United States, and further strengthens EMEA business.
Focus on premium publishers
“Maxifier is a great match to the Cxense data-driven technology portfolio for premium publishers. By integrating Maxifier’s complementary technology with our own, we are even better positioned to help media businesses optimize their digital advertising operations and financial performance,” says Ståle Bjørnstad, Cxense CEO. “With the Maxifier acquisition, we are further strengthening our data-driven automation offerings. Premium publishers form the core client base for both companies, and this transaction allows us to cross-sell our products to an expanded client portfolio.”
Headquartered in New York, Maxifier has offices and sales teams in the UK and Japan, as well as R&D in Russia.
Maxifier analyzes more than 40 billion ad impressions every month to drive optimization and performance across almost 50,000 digital ad campaigns for its premium publisher and media company clients and their direct advertiser customers. Maxifier’s technology allows ad operations teams to significantly reduce their time spent on manually optimizing campaigns, whilst simultaneously delivering higher advertising revenue by continuously improving the effectiveness of all direct sold campaigns.
Expanded data and automation product offerings
Listed on the Oslo Stock Exchange, Cxense provides a suite of products, including the Cxense DMP (Data Management Platform), that enables a wide range of businesses to collect, segment, and use audience data all in real-time. Leading publishers rely on Cxense technology to target advertising to the most relevant audiences, to get real-time analytics across their sites and mobile apps, and to personalize the user experience for visitors and customers. Today, Cxense securely maintains more than 800 million real-time user profiles across more than 250 customers globally. All of this intelligence leads to two goals: more audience engagement and higher digital revenues.
The acquisition of Maxifier complements Cxense in terms of customer portfolio, product offerings, and technological competence. Post-acquisition, Cxense will integrate Maxifier’s solutions into the Cxense product suite to provide a truly unique and highly compelling offering to both existing and future customers.