eXelate launches new data management platform

The new platform allows brands to:

• Detect and monitor third party tage
• Have 'plug and play' access to eXelate's data sources
• Enable 'pixeless' integration with DSPs, ad networks, etc.

"With the launch of our DataLinX data management platform with DataShield technology, eXelate is reinforcing our commitment to protecting and enhancing the value of one of a publisher's most valuable assets - their data," said Mark Zagorski, CEO, eXelate. "We are standing up for publishers and empowering them to claim the revenue that is rightfully theirs with DataLinX."

Since the FTC's promise to looking into data collection and use late in 2010 marketers have been abuzz with what will be considered fair play and what will not. Although the FTC is still considering what is and is not allowed, it makes sense for advertisers and publishers to begin preparations now. Platforms which ensure privacy and transparency make sense.

"Ensuring that consumers have a positive experience with our brand is critical to my business. As the worldwide leader in online vacation rentals, it's that simple," said Steven Goldberg, Vice President and General Manager of Advertising Sales and Strategy for HomeAway, an initial user of the new platform. "[This solution] centralizes all tags running across our web site, helps mitigate against slow page load, and provides insight to problematic tags."

The platform is integrated with eXelate's 200 publishers, reached more than 200 million unique US users and powering 20 billion real-time, privacy compliant data connections per month.

Tags: data collection, data management, exelate, targeted advertising