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BizReport : Advertising : October 18, 2011


eXelate, Cognitive Match partner for dynamically targeted ads

An improved targeting measure from Cognitive Match and eXelate will optimize ads based on real time information. Through the partnership Cognitive Match will use eXelate's targeting data on both of their Dynamic Creation options.

by Kristina Knight

The ads are optimized in real-time from potential design and message variations submitted by the advertiser. Through Cognitive Match'sDynamic Creative Targeting for Ads, marketers will determine which ad creative is most relevant to a consumer; meanwhile the Dynamic Creative Targeting for Sites will match relevant website content to specific consumers.

"Personalizing marketing messages to directly match consumer preferences has always been the ultimate, yet unattainable goal for advertisers. As technology becomes more sophisticated, we are rapidly approaching the ability to deliver on that promise," said Mark Zagorski, eXelate CEO. "Through a combination of audience discovery, contextual relevancy and dynamic creative we can now drive significant ROI improvements for advertisers while creating a more relevant and valuable content experience for consumers. The key is balancing all of these factors while not overstepping the bounds of the consumer + advertiser relationship. eXelate's partnership with Cognitive Match helps marketers align the nearly infinite quantity of advertising creative variables and audience characteristics with a delivery profile that respects the demands consumers have with regard to the balance between privacy and relevancy."

For example, a hotel chain could set up alternative messages, images and information for campaigns so that consumers in New York will not see information or deals for their hotels based in California. On a global basis, that same hotel chain could set up campaign options to capitalize on holidays or events in different locations, knowing those impressions will be shown to in-market consumers.

Through eXelate more than 200 publishers contact more than 300 million unique, global consumers with targeted ads and content.






Tags: ad targeting, Cognitive Match, eXelate, online advertising, personalized advertising








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