Technology
ReachMax
Also known as: AddNewer
ReachMax, also known as AddNewer, operates as China's largest third-party ad-serving and verification platform, used to independently measure campaign delivery for Chinese advertisers.
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In detail
ReachMax provides third-party ad serving, delivery verification and invalid traffic detection for the Chinese advertising market. Its practical importance in cross-border work is that Chinese advertisers' internal reporting and finance functions already accept its output as a basis for payment.
Mammoth's founding team includes a founding member of ReachMax, which places ad-serving and verification capability within the team rather than at the end of a vendor relationship.
For a global media owner, the relevant consequence is that a campaign can be measured in a way the Chinese buyer will accept without the media owner adopting a Chinese measurement stack itself.
Related terms
- Third-party ad server
- A third-party ad server is an independent platform that delivers and measures advertising separately from both the advertiser and the media owner, producing a delivery record neither transacting party controls.
- GIVT and SIVT
- GIVT is general invalid traffic identifiable through routine filtration such as known bot lists; SIVT is sophisticated invalid traffic that requires behavioural analytics to detect because it is engineered to imitate human activity.
- Viewability
- Viewability measures whether a served advertisement had the opportunity to be seen by a human, based on how much of the creative was rendered in the visible area of a screen and for how long.