Exelate launches optimization lab for publishers

Targeting ads is absolutely necessary for online marketers; without targeting, studies have shown that ads can fall on deaf ears or blind eyes. The problem? Some marketers still aren't sure how to target their client base or how to best use the information provided by consumers to increase the ROI of campaigns. Enter eXelate's optimization lab, touted to help publishers and advertising networks optimize their targeting abilities.

by Kristina Knight

"We're able to analyze a targeted event and improve the subsequent response rate for our clients campaigns, all without data integration or cross-site information transfer, and without creating user profiles or revealing any personally identifiable information," said Mark Zagorski, Chief Revenue Officer for eXelate.

The platform filters and analyzes personally unidentifiable information gathered from publisher partners. The data is then accessed through Targeting Trigger; advertising networks can then serve targeted ads via untargeted media once a consumer surfs into a relevant publisher site from the eXelate eXchange. According to company data, the platform has helped to improve the click-through rate for one campaign (served on eXelate's Hispanic channel) by 300% when compared to running the same campaign through a Run-of-Network campaign.

"By constantly analyzing and refining the targeting information that we garner, we can further increase the lift that ad networks receive, ensuring even higher CPMs and making the advertising pie bigger for all," said Iri Zohar, eXelate CEO.