eXelate launches publisher data exchange platform

A new platform from online targeting firm eXelate may help online publishers better manage and aggregate data for exchange with their premium partners. The platform, called teXi:PM is a private marketplace for online publishers to exchange data with advertising agencies, brands and advertisers.

by Kristina Knight

The one-to-one offering should give publishers more control without adding burdensome interfaces. Publishers can exchange private information with their partners, market targeted data pools and set data prices in a single location; the platform is set up to be opt-out friendly.

"With the challenges many publishers are currently facing, eXelate's new Private DataMarketplace solution gives publishers the tools to manage and profit from their own publisher-gathered user data through the creation of their own data store front," said Meir Zohar, eXelate's CEO. "Now publishers have the ability to not only leverage the buyer reach...but also create their own transparent, premium data relationships and maintain control over data access."

Publishers who choose to utilize the data exchange will still receive the fully functional eXelate eXechange; through the eXechange publishers can connect with 150 million unique visitors monthly through advertising networks, DSPs and advertising agencies.

WhitePages.com is one of the first publisher sites to sign on with the new product.

"WhitePages' partnership with eXelate will allow us to extend the value of our users' business search behaviors to marketers using a single technology platform," said Ingrid Michelsen, Senior Director of Ad Sales Strategy & Development with WhitePages. "WhitePages will now be able to capitalize on the rapidly growing audience targeting market while having control over data access, pricing and other features that give us the confidence to enter the data market on our terms."

Tags: advertising, data exchange, eXelate, online content, online publishers