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BizReport : Advertising archives : January 31, 2012

eXelate, Nielsen Catalina enter partnership agreement

As the online space becomes more fractured between mobile, online, social and other activities advertisers are looking for more than simply ad buys. They are looking for targeting abilities; a new partnership between eXelate and Nielsen Catalina adds another level to targeting for CPG brands.

by Kristina Knight

Nielsen Catalina Solutions offers advertising performance data to users based on household purchasing power and shopping data. Through the partnership Nielsen Catalina will leverage eXelate's data cloud offering to optimize campaigns and improve campaign ROI. Nielsen Catalina will utilize eXelate's platform infrastructure to ensure consumer privacy, opt-outs and Do Not Track information.

"eXelate gives us technology to centralize and easily package, price and promote our high-value data across multiple channels," said Nielsen Catalina Solutions CEO Mike Nazzaro. "Most important however, is that Nielsen Catalina Solutions' analytics will help CPG advertisers achieve and potentially exceed their digital advertising ROI goals by empowering them to reach audiences based on actual purchase data to help make better marketing decisions."

"We're thrilled that Nielsen Catalina Solutions will use eXelate's platform as the technology backbone for developing a critical component of its data marketing strategy," said Mark S. Zagorski, CEO of eXelate. "eXelate will enable the company to productize its audience data, and seamlessly deliver it in a privacy-friendly manner, thereby creating new and sustainable revenue streams."

The data offered through the partnership is both category- and brand level, meaning advertisers can target consumers who, for example, buy Cheerios brand cereal. Those consumers may also be brand loyal in other categories and knowing this information can help advertisers determine which consumer groups should be targeted.

Tags: advertising data, eXelate, Nielsen Catalina, online advertising, targeted advertising

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