Moxxi Digital, a performance marketing agency, focuses on leveraging data-driven insights to help advertisers and media partners optimize their campaigns for better ROI.

In this Q&A, Kevin Riehl, Chief Product Officer and Co-founder of Moxxi Digital, discusses how Moxxi approaches user acquisition, the challenges brands face today, and the lessons learned from partnering with LifeStreet. For performance marketers looking to refine their strategies, Kevin offers practical advice and highlights trends that are shaping the industry.

1. Can you give us an overview of Moxxi’s core offerings and how they benefit your clients?

Moxxi services media partners and advertisers. With advertisers, we are an expert-managed service that grants access to our Performance Acquisition Engine and unique optimization methods for optimal ROI. For media partners, we offer enhanced audience monetization via highly dynamic first-party properties. From the moment a user lands on our site, our technology segments users into compelling experiences and serves them relevant and engaging advertisements.

2. What sets Moxxi’s approach to customer acquisition apart from other performance marketing agencies?

As an advertiser, Moxxi differentiates with rapid iteration and adaptability, supported by our expert team and technology. Our site experiences are highly dynamic based on referral signals, logged in user engagement, and more. When serving advertisers, we offer best-in-class support from a team of experts that leverage our Performance Acquisition Engine to deliver optimal ROI at scale.

3. What challenges do brands typically face today, and how does Moxxi help them navigate these challenges?

In light of decreased coverage of third party identifiers, advertisers are increasingly looking for new avenues to drive unambiguous results. Further, they want transparency on placement and de-risked pricing. At Moxxi, we are built from the ground up to prioritize and deliver on advertiser ROAS at scale. Each advertiser campaign gets a unique strategy, with ongoing testing to enhance engagement, scale and ROI. We leverage our extensive user base and first party signals to create bespoke scalable audience strategies for each campaign. Our approach to pricing is simple – advertisers pay only when users complete specified actions, ensuring payment for results and enabling rapid scaling.

Media partners are increasingly looking for advertising partners to monetize their holistic audience. Moxxi’s proprietary site experiences support dynamic experiences and a diverse marketplace to maximize the value of each audience interaction. This enables us to effectively monetize a broad audience.

4. Moxxi Digital excels at using data to drive performance. How do you approach data collection and analysis to optimize your clients’ campaigns?

Data is the lifeblood of Moxxi Digital’s operation. At the root of campaign analysis and optimization is ensuring that we are able to splice campaign performance not just by media source and audience, but user-level behavioral indicators. We work with each advertiser to pass signals to them for deeper insights for collaboration. From there, we work with each advertiser to meet their ROAS targets at scale.

5. What metrics do you find most valuable when measuring the success of your performance marketing campaigns?

From the time a campaign is launched, we work backwards from finding the right creative and audience strategy that enables an advertiser to scale. This requires striking the exact balance of eCPM, EPC, and advertiser ROAS. Once we find that, we scale.

6. In what ways has partnering with LifeStreet enhanced Moxxi’s ability to deliver scalable and profitable outcomes for your clients?

Lifestreet’s performance-based model of acquisition has made them a perfect partner for Moxxi. From the start, Lifestreet was focused on how to get the right data from Moxxi in order to optimize our spend towards the right sites and audiences. This has enabled us to get access to net new inventory and optimize acquisition towards our ROAS targets in ways other DSPs have been unable to replicate. Further, Lifestreet’s managed service model enabled a company of our size to grow quickly, and their team has been sharp and responsive.

7. What key factors should performance marketing agencies consider when selecting a DSP partner?

The most important thing to consider is what signals is the DSP taking into consideration when optimizing spend, and how responsive their bidders are towards identifying the most performant audiences. We find with other DSPs, they often rely on input metrics to optimize for considerations less relevant to performance marketers. Ultimately, the ideal DSP partner works relentlessly backwards from ROAS targets.

8. Can you share an example of a recent campaign or strategy with LifeStreet that led to a significant improvement in acquisition or ROI?

Recently, we have worked with Lifestreet to diversify our landing page experiences to support a broader array of call to actions to attract a wider and more diverse audience into our properties. This has enabled us to scale our volume to equal or better ROAS across Lifestreet’s network.

9. What trends or innovations in the mobile performance marketing space are you most excited about, and how is Moxxi adapting to them?

I’m excited to see DSPs like Lifestreet lean into a performance-based model of advertising. Advertisers are increasingly looking for unambiguous results to help them scale their business. However, performance marketing can be tricky, and requires tight collaboration with advertisers. Moxxi’s managed service model of working with advertisers plus unique technology and approach simplifies the process to enable turnkey results.

10. What advice would you give other performance marketers or agencies looking to optimize their mobile campaigns through partnerships like the one with LifeStreet?

Get a test setup, and be adaptable. Learn what strategies are hooking your user base and lean into it. It is important for performance marketers to approach each new channel with an open mind that something can be tweaked to unlock incremental growth.