Dentsu Digital Fund invests in online advertising technology business Maxifier
Dentsu Digital Holdings, Inc. (DDH) has announced it has made a strategic investment in inventory revenue management firm, Maxifier. DDH actively invests in emerging digital companies through its Dentsu Digital Investment Business Limited Partnership (also known as the Dentsu Digital Fund).
Maxifier’s ADMAX technology, which has been successfully adopted by major media companies in Europe and the US including Forbes, The Guardian and IPC, offers a optimisation service which increases advertising effectiveness by improving both campaign and inventory performance. In May of this year, Maxifier also launched fully-fledged business operations in the Japanese and Asian markets with the opening of its Tokyo office.
In deciding to invest DDH claimed Maxifier’s solutions and expertise would lead to growth in the Japanese and global markets, making contributions to the development of online advertising especially in connection with premium advertising.
COO at DDH, Mutsumi Imaizumi, commented: “For DDH, this represents both a monetary investment and a business investment. As well as providing capital investment, we will also be working in partnership with Maxifier to develop opportunities to drive the adoption of solutions that help grow the online advertising market.”
The collaboration will now see the Dentsu Group collaborate with Maxifier, particularly in technology-driven communication subsidiary Cyber Communications, Inc. (cci), examining joint business development plans that encompass the entire Asian market.
Jonathon Shaevitz, CEO at Maxifier, added: “We are thrilled to work with one of the leading innovators in global advertising and are excited at the prospect of collaborating in Japan and throughout the rest of Asia.
“This decision is recognition of the important role Maxifier can play in the growth of online advertising, helping it become more efficient and effective for both publishers and marketers. It also highlights the increasing importance of optimisation in the online advertising environment.”