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BizReport : Advertising archives : August 16, 2011

eXelate taps comScore for audience segment verification

A new collaboration between eXelate and comScore may offer brands a more secure feeling in their data transactions. comScore will now be analyzing and verifying eXelate's audience segments giving advertisers more confidence in the process.

by Kristina Knight

exelate.png"eXelate is the first online data marketplace to validate its audience segments against the comScore panel, which will enhance its ability to integrate with existing media plans and improve confidence in its ability to deliver advertisers' desired target audiences," said Erin Hunter, EVP of Media & Technology at comScore.

Matt Freeman, Vice Chairman, Global Chief Innovation Officer at McCann Erickson and and eXelate board member said, "After many years working with the world's leading brands, it is clear that marketers are looking for standardized audience validation from digital data providers before shifting dollars to online audience targeting. With their partnership with comScore, eXelate can provide advertisers with an assurance that the audience that they are trying to reach and the independently verified data they are using to reach them, are powerfully in sync."

eXelate's engine powers 20 billion real-time, privacy compliant data connections monthly; the more than 200 publishers using this information reach over 200 million unique US consumers.

As the web becomes more segmented, it is harder to engage individual users. Segmenting and identifying audiences to better target ads to their interests is the best way to engage these users. It also allows brands to offer more relevant ads, again pushing the engagement levels more than random ad placements.

Tags: audience segments, audience targeting, comScore, eXelate, online advertising

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