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BizReport : Advertising : November 21, 2011


comScore validates eXelate data

Purchase intent data has become more important to online brands through 2011; this type of data allows brands to see which consumers are most interested in their products. eXelate, a leader in purchase intent data, has announced their purchase intent data scores have been validated by comScore.

by Kristina Knight

"Audience targeting, which promises greater efficiency in reaching desired audiences, is an increasingly important component of the digital advertising landscape today," said Elise Neel, Vice President with comScore. "Third-party validation of data companies' segments helps fulfill this promise by providing clients with the assurance that the data segments purchased actually reach their target audiences."

Scores in eXelate'sAutomotive, Shopping and Travel categories achieved five on a 5-point scale. To reach their conclusions, comScore researchers compared the eXelate segments to existing comScore panels and score the accuracy of the targeted segments. The 5-of-5 score represents 85% to 100% audience accuracy.

"With [under 40] shopping days left until Christmas, comScore's validation of eXelate's shopping, auto and travel intent audience data provides agencies and advertisers with the added security of knowing that their campaigns using eXelate targeting data in Q4 and beyond have been rigorously vetted and verified," said Mark S. Zagorski, CEO, eXelate. "We believe the entire industry will benefit from providing a greater level of transparency within audience composition, and therefore drive increased advertiser confidence. . .In verifying eXelate's intent data we really nailed it and want to share this powerful insight with our partners. We challenge all data companies to do the same."

The eXelate engine powers 60 billion real-time, privacy-compliant data transactions each month; more than 200 publishers and marketers utilize this data.






Tags: advertising data, audience segmentation, comScore, eXelate, online advertising








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