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SYS-CON MEDIA Authors: Liz McMillan, Esmeralda Swartz, Hovhannes Avoyan, Elizabeth White, Adrian Bridgwater

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Maxifier Appoints Ad Tech Veteran Aaron Letscher as CRO

Maxifier, the leader in total performance optimization, today announced the appointment of Aaron Letscher as Chief Revenue Officer. Reporting to Maxifier CEO, Denise Colella, Letscher will lead the sales, partnerships and account management teams, focusing on the continued growth of the business both domestically and globally.

With over 15 years ad tech experience, Letscher was most recently Senior Vice President, Client and Product Strategy at Evidon, where he was responsible for driving the sales focus to establish Evidon as the industry’s leading privacy technology player. During his time at Evidon, Aaron delivered significant multi-million dollar tech revenues for the business by securing the company’s key strategic partnerships and integrations.

As the second employee in the business, Letscher was part of the founding team at Right Media, leading business development and helping grow the pioneer of automated trading from ad tech start-up to its acquisition by Yahoo! for $850m in 2007. Following the acquisition Letscher remained with Yahoo! as Senior Director, Business Development.

Letscher has also held business development roles at a host of other ad tech companies, including DoubleClick, and has carried out technology consulting engagements with companies including GfK, the world’s fourth-largest market research organization.

“With wide publisher and network experience, a background in helping develop and grow businesses, and having worked for some of the leading companies in our industry, Aaron has the skills and ability to help drive the future growth of our business” said Denise Colella, CEO at Maxifier. “He is a key addition to Maxifier as we continue to build out a strong, experienced team to develop a scaleable global business.”

“In our industry there has been a distinct lack of investment and innovation by ad tech companies to support the publisher’s direct sales efforts, so Maxifier’s proposition is really appealing to me,” explained Letscher. “The action-orientated nature of the platform – and, critically, the ability to tie investment back to real performance – means the business is in an excellent position to take advantage of the growth opportunities available by addressing publishers’ key challenges. I look forward to being part of this growth and helping to develop the business.”

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About Maxifier

Maxifier delivers total performance optimization to enable premium publishers and media companies to unlock and maximize the value of their inventory. Supporting a publisher’s premium inventory and the buy-side, Maxifier’s ADMAX technology suite helps increase advertising effectiveness by improving campaign and inventory performance to drive higher yields and deliver optimum revenues and margins.

ADMAX encompasses advanced ad optimization and inventory management, coupled with a business intelligence engine, all delivered on a single interface. With offices in the US, UK, Japan and Russia, Maxifier analyses 385 billion impressions annually to optimize over 44,000 campaigns for leading publishers and media companies including Forbes, The Guardian, Bauer Media and Xaxis.

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